** Analysing the value of customer interactions

Level: Marketing leadership

Only by systematically monitoring and assessing the value of your customer relationships will you be able to optimise your CRM strategy.

In this lesson, you will explore the various types of customer analysis and how you can use these insights to extend the lifetime of those customers. Using practical exercises and industry case studies, you will also discover how to use data to track, model and enrich your customer relationships.

Lesson objectives:

• How to set CRM goals and KPIs
• How to evaluate the value of customer retention

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma