DMA: Data and Marketing Association
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Course Details

Customer Value & Loyalty

From the expert who taught Google Analytics at Google, learn what drives customer loyalty and how to harness it to boost profitability.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

In order to get to the heart of customer insights, we need to find and use the right data to identify the value of our customers – an important step in understanding the direction of your company and its growth potential. Knowing who your customers are, how much they spend, identifying trends and key events in the life of your customer will enable you to react appropriately and prepare for the health of your company. In this module, you will learn how customer insights can be applied to your business strategy in order to drive profitability, effective decision-making, and how to develop a roadmap that will ensure the continued health of your organization through customer value and loyalty.


  • Calculating Lifetime Customer Value (LCV)
  • The customer migration trend
  • Loyalty programs and the value of customer loyalty
  • Net Promotor Score (NPS)


Matt Bailey
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Section 1: The Value of a Customer

  • Calculating Lifetime Customer Value (LCV)
  • Understanding key drivers that affect LCV
  • Lifetime value stages
  • Decile analysis
  • Potential lifetime value (LTV)
  • Quadrant analysis
  • The customer migration trend
  • The loyalty equation

Section 2: The Value of Loyalty

  • The importance and impact of customer retention
  • Customer satisfaction
  • Loyalty programs
    • Benefits
    • Impact
    • Types of loyalty programs
    • Loyalty as a data driver
  • Illustrative real world examples

Section 3: How to Measure Loyalty

  • Active loyalty vs. passive loyalty
  • Net promoter score
    • Promoters vs detractors
    • The NPS customer survey
    • Keys to a successful NPS effort
  • Prioritize actions based on customer potential
  • Illustrative real world examples

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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