Customer Analytics and Segmentation
RFM, cohorts, churn and lifetime value for growth teams.
Taught by Niraj Thapa · Analytics Lead
What you'll learn
- Build a clean customer table from raw orders and compute repeat rate, AOV and recency
- Construct a cohort retention triangle in pandas and read it to spot product and marketing changes
- Segment customers with RFM scoring and name segments a marketing team understands
- Define churn for a non-contractual business and build an explainable early-warning model
- Estimate customer lifetime value by segment using margin, frequency and retention
- Present a segment plan with sizing, recommended plays and a holdout group to measure uplift
About this course
Customer analytics turns raw orders into decisions that grow revenue. This course is for analysts, growth marketers and founders who know basic Python and want to answer the questions leadership actually asks: who are our best customers, who is about to leave, and what is a customer worth over time. You will build a cohort retention table, run RFM segmentation, create early-warning churn signals, estimate customer lifetime value (CLV) and turn it all into a segment plan a marketing team can act on. Every lesson uses pandas on a realistic e-commerce order history, so the code transfers straight to your own data. Prerequisites are comfort with spreadsheets and introductory pandas. No machine learning background is needed; the one predictive model you build is explained line by line.
Course content
6 lessons- 1Customer Data and the Metrics That Move RevenueReshaping orders into a customer table and defining the handful of metrics growth teams track.Preview
- 2Cohort Analysis and Retention CurvesGrouping customers by when they arrived to see whether retention is improving or decaying.
- 3RFM SegmentationScoring customers on recency, frequency and monetary value to create actionable segments.
- 4Churn: Definitions and Early-Warning SignalsDefining churn without subscriptions, finding leading indicators and building a simple churn model.
- 5Customer Lifetime ValueEstimating what a customer is worth over time so acquisition and retention spend can be justified.
- 6Presenting Segments to MarketingTurning analysis into a segment plan with actions, sizing and a holdout to prove it worked.