Are your customers at the centre of your organisation’s strategy? An understanding of marketing analytics, the core component of this course, is crucial to serving your customers well. Through structured learning activities (video lectures, quizzes, discussion prompts, industry interviews and written assessments) this course will teach you what to measure – and how – in order to maximise customer value. Rapid advancements in technology mean more powerful data and analytics can inform marketing decisions. However, multiple touchpoints across the customer journey make it increasingly difficult to measure effectiveness. You will develop an understanding of traditional and digital marketing metrics and what questions they answer, as well as how to achieve a single integrated view of the customer. You’ll experiment with behaviour and predictive analytics to develop marketing that delivers customers the right product via the right channel at the right time.
This course is part of the Analysing: Numeric and digital literacies Specialization
About this Course
What you will learn
Analyse the concept of customer value and its importance to an organisation.
Explore the types of customer data that are collected, both by traditional and digital methods.
Examine the tools used and determine what works best to solve which problem.
Use customer data to both understand the current situation and develop and drive strategy.
Start working towards your Master's degree
Syllabus - What you will learn from this course
The primacy of customer value
Types of customer data
Tools for analysing customer data
Combining tools for meaningful insight
- 5 stars77.08%
- 4 stars18.05%
- 3 stars3.23%
- 2 stars0.80%
- 1 star0.80%
TOP REVIEWS FROM MARKETING ANALYTICS: KNOW YOUR CUSTOMERS
I learned a lot from the course Thanks for teaching! It is very useful.
The course was really helpful and many thing were new for me.
Excellent course! I learned a lot about the markets and the importance of the Customers and as well of course about the Big Data.
Excellent Course videos, training aids and survey reports
About the Analysing: Numeric and digital literacies Specialization
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