Customer Analytics: Lifetime Value, Cohorts & Churn
Calculate AOV, purchase frequency and CLV with margin, retention and discounting, build cohort tables from raw orders, chart retention curves, measure churn and survival, set CAC ceilings by segment and predict repeat purchases, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
Learn to calculate customer lifetime value in Excel from raw orders, using one coffee roaster's customers. You work out average order value and purchase frequency, build CLV with margin, retention and discounting and check it against the one-line geometric formula, build a cohort table with COUNTIFS, turn cohorts into a retention curve, follow cumulative margin per customer to CAC payback, estimate churn and expected customer lifetime, set a CAC ceiling for each segment and predict repeat purchases with a recency/frequency scorecard. The first lab is free.
Lessons
- Purchase Frequency, AOV and a Simple CLVFree
- CLV with Margin, Retention and Discounting Pro
- Building a Cohort Table from Raw Orders Pro
- Retention Rates and the Retention Curve Pro
- Cohort CLV: Cumulative Margin per Customer and CAC Payback Pro
- Churn, Survival and Expected Customer Lifetime Pro
- Segment CLV and the CAC Ceiling Pro
- Predicting Repeat Purchases with a Recency/Frequency Scorecard Pro