Data-Driven Customer Acquisition & Retention

Catalog description

MKTG 813 focuses on leveraging marketing data to support acquiring, developing relationships with, and retaining customers. Through the lens of the Customer Lifecycle, students will learn key data analytic techniques for targeting the right customers, engaging them and moving them through the path to purchase, identifying customer profitability and customer lifetime value, managing challenges such as customer churn, and building and managing customer loyalty programs.