Customer Value & Loyalty | School of Marketing | ANA

Customer Value & Loyalty

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 course, 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.

This course is the third in a six-part series entitled: “Customer Insights: Connecting with Customers to Benefit Your Business.” The full series is available in the Customer Insights Certificate Program. This module can be taken either as a stand-alone course or as part of the series. Powered by Marist.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world, practitioner-led learning. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in customer value and loyalty.

Course Outline

Lesson 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

Lesson 2: The Value of Loyalty

    • The importance and impact of customer retention
    • Customer satisfaction
    • Loyalty programs
    • Illustrative real-world examples

Lesson 3: How to Measure Loyalty

    • Active loyalty vs. passive loyalty
    • Net promoter score
    • Prioritize actions based on customer potential
    • Illustrative real-world examples

Estimated Length of Completion

Approximately 60 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Matt Bailey

President, SiteLogic

Matt Bailey:

Since 1998, Matt has taught at over 1,000 companies, conferences and workshops. He is one of the highest rated speakers world-wide for his ability to communicate complex information in a practical, humorous way.

Matt is a first-generation search engine marketer, having started out by building websites to market his commercial real estate business in 1996. With a background in Journalism and Marketing, Matt quickly adapted his education to the internet and applied it to develop successful online marketing strategies.

After having sold his first venture, Matt worked as a software engineer and then built online marketing departments at two agencies. Starting his own training and consulting company in 2006 (SiteLogic), Matt quickly developed an impressive client roster that includes: Google, Hilton International, Eaton, Gerber Life, Experian, Disney/ABC/ESPN, American Greetings, Toys ‘R Us, Johnson & Johnson, DMA, P&G, Hewlett-Packard, Travel Weekly and Los Cabos Tourism.

  • Taught Google employees how to understand and use Google Analytics
  • Consults with Experian on how to present data
  • Developed online marketing training for both Proctor and Gamble and Johnson & Johnson.
  • Presented analytics methodologies to Disney, ABC & ESPN
  • Teaches Online Marketing certification for DMA

They all agree: Matt Bailey successfully dismantles the complexity of online marketing into practical, understandable concepts.

Matt has a passion for education and helping to develop online marketing professionals. He does this through his teaching as Adjunct Faculty at Rutgers University. As part of this passion, he also produces online training video curriculum for Market Motive, The Data-driven Marketing Association and

He is the author of Internet Marketing: An Hour a Day (2011), and Wired to be Wowed (Fall 2014).