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Customer Analytics with Excel

Customer analytics at its core is about discovering actionable insights through a rigorous process of identifying and measuring meaningful engagement across the customer journey. This 4-week course is a primer on techniques to uncover and display actionable insights about customers in any marketplace businesses and consumer-facing organizations, using simple to learn tools in Excel.

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Ali Pilehvar
Director, Product Analytics at
Real-world projects that teach you industry skills.
Learn alongside a small group of your professional peers
Part-time program with 2 live events per week:
Next Cohort
November 28, 2022
4 weeks
US$ 400
or included with membership

Course taught by expert instructors

Instructor Photo
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Ali Pilehvar

Director, Product Analytics at

Ali Pilehvar is the Director of Product Analytics at Ali is a product and growth analytics leader with a Ph.D. in Operations Management and 10+ years of customer analytics and web experimentation experience focusing on optimizing buyer journeys, testing/launching marketplace features, and building standardized metric stores and data products to solve big marketplace problems. He was one of the advanced analytics leaders at Wayfair’s post-purchase team, managing several big-scale experiments with multi-million-dollar impact.

The course

Learn and apply skills with real-world projects.

  • Apply customer analytics frameworks to analyze performance for a large public company
  • Analyze marketing channel performance for an auction marketplace business
  • Customer analytics: What is it and why does it matter?
  • What defines a good metric?
  • Customer analytics frameworks
  • Frameworks for different business models
  • Calculate CAC to evaluate marketing channel performance of e-commerce company and auction marketplace
  • Different marketplace metrics for growth
  • Customer Acquisition Cost (CAC)
  • Calculating CAC for Different marketing acquisition channels
  • The importance of network effects in two-sided marketplace businesses
  • L28 (power user curve) and DAU/MAU trend from daily visit data in an auction marketplace
  • Draw the retention Curve for different cohorts of newly acquired subscribed customers
  • User Retention is getting users back, but how?
  • How companies calculate customer retention rate
  • Understanding the retention using Cohort Analysis
  • Engagement and power user metrics
  • Comprehensive customer analysis for an e-commerce company
  • Latency metrics
  • Calculating Marketing ROI
  • Customer lifetime value
  • RFM (recency, frequency, monetary) customer scoring

Real-world projects

Work on projects that bring your learning to life.
Made to be directly applicable in your work.

Live access to experts

Sessions and Q&As with our expert instructors, along with real-world projects.

Network & community

Core reviews a study groups. Share experiences and learn alongside a global network of professionals.

Support & accountability

We have a system in place to make sure you complete the course, and to help nudge you along the way.

Course success stories

Learn together and share experiences with other industry professionals

This course is for...

Data/Business Analysts seeking greater knowledge of how to calculate key business metrics

Other business professionals (marketing, operations, etc.) who want to learn about key customer metrics


Basic familiarity with Excel

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