Customer Lifetime Valuation

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OPTIMIZE CUSTOMER VALUE

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Using real-world applications from various industries, the goal of Customer Lifetime Valuation is to familiarize yourself with a thorough understanding of customer value—how to measure it, what it implies for unit economics and overall company health, and how to improve it. The course will cover a variety of models for measuring customer value and frameworks for understanding drivers of it, such as customer acquisition cost.

Upon completion of the Customer Lifetime Valuation course, offered as part of the Evening MBA program, you will earn three credits that can be applied towards an MBA degree if you decide to apply and are accepted into an Emory MBA program.

What you will learn

  • What customer centricity is (and is not)
  • How to use a state-of-the-art model for customer retention
  • How to forecast customer lifetime value using state-of-the-art models
  • How contribution margin and customer acquisition cost should be defined (and how to avoid common pitfalls)
  • Understand the connection between customer lifetime value/related metrics and overall company health/valuation.

Course At-a-glance

    • Date: TBD

    • Time: TBD

    • Online

    • $6,200

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Instructor Spotlight

Daniel McCarthy is an assistant professor of Marketing at Emory University's Goizueta School of Business. McCarthy's research specialty is the application of leading-edge statistical methodology to contemporary empirical marketing problems. His research interests include customer-based corporate valuation, which he popularized, customer lifetime value, limited data problems, data privacy, and the marketing/finance interface. He is also actively researching the causal effect of actions and events on customer purchase behavior. 

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