Customer Analytics in Marketplace Businesses


Date: October 25, 2022
Times: 9:00 AM - 5:00 PM
Tuition: $2,500
Location: Smith DC campus in the Ronald Reagan Building
Note: A photo ID is required to enter the building

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Register for an Information Session

Info Session

Thursday, October 13, 2022

1:00 PM - 1:30 PM EST

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Info Session

Tuesday, October 18, 2022

11:00 AM - 11:30 AM EST

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What do learners say about this program?

"I appreciated the ability to understand the insights from the relevant metrics that drive businesses, especially startups."

"The course was well organized and taught a great deal in a short amount of time."

"The course was very well structured, and the content was clear. I had not taken any courses in this field so I really enjoyed learning about the subject."

"The instructor has deep understanding of field and brought in industry insights"

"I got exposure to important concepts in customer analytics such as KPI, A/B Testing, and customer life cycles as well as different business models. I think the knowledge that this course offers will be so helpful not only to prepare me for interviews but also give me a foundation to understand any business and what makes them successful. Also, Ali is inspiring, responsive, and always excited to teach."

WHY this workshop?

This workshop discusses how to measure customer metrics, interpret them and connect them to the company's performance via data storytelling. It includes a rigorous process of identifying and measuring meaningful customer engagement and relevant metrics across the customer journey and mapping everything out to the company’s true north star metrics without boiling the ocean and getting overwhelmed by the tremendous amount of raw customer data.

WHO is this workshop for?

The three days of customer analytics workshops could be instrumental for any marketplace practitioner and analysts from different disciplines in B2B or B2C settings who have access to customer data and would like to add value by solving a big business problem or testing new ideas via using the initial and fundamental knowledge of Customer Analytics.

WHAT makes this workshop unique?

  • There is no need for coding; this workshop is for business leaders who want to add value without getting too much into heavy mathematics.
  • We do take the concepts and simple techniques by using only excel and spreadsheet modeling and show how these can apply to some real-world examples.
  • During this workshop, we are going through many examples of the companies and startups we are familiar with and discussing their business models and relevant customer analytics topics, making our learnings very sticky and near-to-real.

Learning Objectives

The mission of this course is to equip participants to:

  • Identify and develop appropriate metrics and KPIs
  • Measure acquisition, retention, and engagement
  • Understand the tools and techniques needed to calculate Customer Lifetime Value (CLV)
  • Describe marketing ROI and customer unit economics

Workshop Agenda

Tuesday, October 25, 2022 (In Person)

9:00AM - 12:00PM

  • KPIs (Key Performance Indicators) development involves articulating what an organization is trying to accomplish and then translating them into a set of meaningful metrics which can measure the success of different business units and stakeholders.

  • AARRR Analytical Framework
    An acronym for a set of five user-behavior metrics that product-led growth businesses should be tracking: acquisition, activation, retention, referral, and revenue.
    • Acquisition – How are people discovering our product or company?
    • Activation – Are these people taking the actions we want them to?
    • Retention – Are our activated users continuing to engage with the product?
    • Referral – Do users like the product enough to tell others about it?
    • Revenue- Are our personas willing to pay for this product?)

1:00PM - 5:00PM

  • CAC Analytical Framework
    • Growth and Customer Acquisition Cost (CAC) CAC is the cost a business incurs when acquiring new customers. This value is determined by calculating the total cost of all marketing and sales elements and dividing that number by the number of new customers acquired.

  • Customer Retention and LTV
    • Customer retention analysis and Lifetime value (LTV) models are powerful tools to help businesses demonstrate the future value of customers they can generate by attracting the right customer segments from marketing activities.

Tuesday, November 15, 2022 (virtual)

6:00PM - 8:00PM

  • The importance of network effects in marketplace businesses.
  • Case Studies
    • Storytelling (from customer data to recommendations)
    • Visualization & Dashboards
  • A/B testing analytics and experimentation
  • Closing notes

Meet the Facilitator

Ali Pilehvar, Ph.D.
Director for Product Analytics

Ali is a product and web analytics leader with a Ph.D. degree in Operations Management with 10+ years of data analytics experience focusing on building standardized metric stores, executive KPI dashboards, and data products to understand better and optimize customer behavior to solve big marketplace problems.

This is done by identifying supply-demand marketplace mismatches and friction points across the customer journey by defining/measuring the right KPIs, leveraging advanced analytics, storytelling, feature experimentation, and developing data products.

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