BUSO 740

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 master 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 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, 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.