Segment and Retain Customers

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Segment and Retain Customers

Instructor: LearningMate

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1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Learners will segment customers, analyze churn, and deploy retention strategies using HubSpot and cohort analysis to boost engagement.

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There is 1 module in this course

Ready to move from chasing lapsed customers to proactively retaining them? Segment and Retain Customers is an intermediate-level course for marketing professionals who want to master two of the most powerful strategies in modern customer relationship management. If you're familiar with basic marketing concepts and comfortable with data in spreadsheets, this course will equip you to turn customer data into measurable retention wins.

You will learn to segment your audience into precise lifecycle stages using HubSpot smart lists and design automated win-back workflows that re-engage users at the perfect moment. We’ll go beyond segmentation to uncover the why behind customer churn by conducting a cohort analysis, a technique used by industry leaders like Amazon to drive loyalty. Through hands-on activities, you will analyze churn drivers and develop compelling, data-backed retention tactics. By the end of this course, you won't just understand the theory; you'll have a complete, actionable toolkit to cut churn and cultivate a more loyal customer base.

This module provides a comprehensive, hands-on journey into modern customer retention. You will start by understanding why personalized segmentation is critical and then learn how to identify lifecycle stages using HubSpot. You’ll also master cohort analysis to diagnose customer churn drivers, drawing inspiration from real-world examples like Netflix and Amazon. The module culminates in applying these skills to build a complete Customer Retention Toolkit, equipping you to create and execute data-driven strategies that re-engage lapsed users and foster long-term loyalty.

What's included

3 videos2 readings3 assignments

3 videos Total 22 minutes

The Netflix Effect: Winning with a Foundation Model 8 minutes
Decoding Churn with Cohort Analysis 8 minutes
Building a Win-Back Workflow in HubSpot 7 minutes

2 readings Total 20 minutes

The Playbook for Customer Segmentation and Cohort Analysis 10 minutes
Crafting Compelling Win-Back Emails 10 minutes

3 assignments Total 55 minutes

The Customer Retention Toolkit 30 minutes
Hands-On Learning: Building Your Customer Segmentation Plan 15 minutes
Knowledge Check: Retention Strategy Fundamentals 10 minutes

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Instructor

LearningMate

173 Courses 10,659 learners

Offered by

Coursera

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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