BUMK 747

This course immerses students in key frameworks and analytical models for managing and optimizing customer value, with a focus on forecasting of customer behavior and customer-centric strategies. Students will utilize best-in-class tools to evaluate customer lifetime value (CLV), “audit” the customer base, and analyze transaction data to inform retention and acquisition strategies through uplift models powered by machine learning. Through case studies, simulations, and hands-on exercises, students will learn to apply customer insights to real-world business challenges, driving sustainable growth. Topics include CLV calculation, customer acquisition costs, retention modeling, modeling and application of uplift analysis, and valuation based on customer purchase behavior. The course emphasizes data-driven decision-making for marketing, product development, and measuring overall corporate health through customer behavior.