Business Analytics · Intermediate level

Intermediate level · Module 2 of 6 · 15 guided hours

Customer Analytics

Segment customers, measure retention and estimate customer value to focus effort where it pays.

Learning objectives

  • Segment customers by behaviour and value
  • Measure retention and churn
  • Estimate customer value to guide decisions

Topics

  • customer segmentation
  • recency, frequency and value
  • retention and churn
  • cohorts
  • customer value
  • customer feedback

Lessons

  1. Lesson 1 Customer Segmentation

    Group customers by behaviour so each group gets the right attention.

    segmentationrecencyfrequencymonetary value

  2. Lesson 2 Retention, Churn and Cohorts

    Measure how many customers return and compare groups that started at different times.

    retention ratechurncohortcohort table

  3. Lesson 3 Customer Value and Feedback

    Estimate what customers are worth and combine numbers with what customers say.

    customer valueacquisition costsatisfaction surveysqualitative feedback

Practical activity

Segment a shop's customers by recency, frequency and spend and measure retention for three monthly cohorts.

Expected outcomes

  • Customer segments with tailored actions
  • Retention measured correctly

Assessment

Customer analysis with segment actions, marked on method and usefulness.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.