Marketing & customer analytics have become increasingly important and popular in business. Keywords such as customer acquisition cost (CAC) and customer lifetime value (CLV/LTV) appear in nearly every job description of a role titled business analyst or data scientist. While most courses focus on the technical requirements such as machine learning or coding skills, few has devoted effort to teach an equally if not more important ability : business acumen.

I am Dr. Alan Zhang. I was formerly a marketing professor and am currently a data scientist of marketing analytics. Through this course, I want to prepare you with the basic knowledge on two important customer analytics concepts: CAC and CLV. From this course, you will get all of these to help you become ready for your current or future jobs:

• high-quality instructor

• extensive level of lectures

• step-by-step guidance

• practice opportunities

• final capstone project