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Advanced performance marketing topics
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Module 7
Customer Value and Segmentation Strategy
1
Cohort Analysis & LTV for Business Health
Interpret cohort retention curves and LTV calculations to assess business health.
2
Historical LTV vs. Predictive LTV: A Strategic Comparison
Explain the strategic difference between historical LTV and predictive LTV (pLTV).
3
Assessing Customer Segments from Analytical Models
Evaluate customer segments derived from analytical models (e.g., RFM, clustering, pLTV).
4
Tailoring Marketing Objectives for Customer Segments
Formulate distinct marketing objectives for different customer segments (e.g., activation, retention, monetization).
5
Crafting Channel & Message Strategy for Key Customers
Evaluate a proposed channel and messaging strategy tailored to a specific high-value customer segment.
6
LTV:CAC Ratio for Profitability Analysis
Use the LTV-to-CAC ratio to evaluate the long-term profitability of customer acquisition channels.
7
Building the LTV Business Case for Brand Investments
Formulate a business case for long-term brand investments using an LTV framework.
8
Optimizing Acquisition Spend with LTV Prediction
Oversee a strategy to optimize acquisition spend based on the predicted LTV of newly acquired customers.
Previous module
Multi-Touch Attribution and Customer Journey Intelligence
Next module
Leveraging Predictive Analytics for Performance