Course Summary
This course teaches marketing analytics techniques and how to use them to make data-driven decisions to attract and retain customers.Key Learning Points
- Learn how to use data to create targeted marketing campaigns
- Understand how to measure and analyze customer behavior
- Discover how to optimize marketing channels and customer experience
Job Positions & Salaries of people who have taken this course might have
- USA: $62,000
- India: ₹4,50,000
- Spain: €30,000
- USA: $62,000
- India: ₹4,50,000
- Spain: €30,000
- USA: $90,000
- India: ₹7,20,000
- Spain: €45,000
- USA: $62,000
- India: ₹4,50,000
- Spain: €30,000
- USA: $90,000
- India: ₹7,20,000
- Spain: €45,000
- USA: $105,000
- India: ₹14,00,000
- Spain: €70,000
Related Topics for further study
Learning Outcomes
- Ability to use data to create targeted marketing campaigns
- Understanding of customer behavior analysis
- Optimization of marketing channels and customer experience
Prerequisites or good to have knowledge before taking this course
- Basic knowledge of statistics and marketing principles
- Familiarity with Excel or similar spreadsheet software
Course Difficulty Level
IntermediateCourse Format
- Online
- Self-paced
Similar Courses
- Marketing Analytics
- Customer Analytics
- Digital Marketing Analytics
Related Education Paths
Notable People in This Field
- Avinash Kaushik
- Neil Patel
Related Books
Description
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.
Knowledge
- 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.
Outline
- The primacy of customer value
- Course welcome and introduction
- Week 1 outline
- 1.1 It’s not about you, it’s about them: The primacy of the customer
- 1.2 Customer-centred thinking is the new black
- 1.3 Digging for gold – uncovering customer value
- 1.4 Habit corner: Becoming more customer-centred
- Explore further resources
- Practice task: Permission marketing
- Recall 1
- Week 1 quiz
- Types of customer data
- Week 2 outline
- 2.1 Which types of data are relevant?
- 2.2 The importance of research to knowing your customers
- 2.3 How digital technology has transformed customer data collection
- Explore further resources 2
- Practice task: Market research
- Recall 2
- Week 2 quiz
- Tools for analysing customer data
- Week 3 outline
- 3.1 Making data useful: the DIKW pyramid
- 3.2 Customer journey mapping
- 3.3 Customer journeys and the consumer decision-making process
- Become a Global MBA learner
- Explore further resources 3
- Practice task: Customer journey mapping
- Recall 3
- Week 3 quiz
- Combining tools for meaningful insight
- Week 4 outline
- 4.1 Turning information into knowledge: Attribution models
- 4.2 Making information meaningful and eliminating bias
- 4.3 Extracting knowledge from Google Analytics
- Explore further resources 4
- Practice task - Connecting with customer using data
- Recall 4
- Week 4 quiz
- Using customer data to drive strategy
- Week 5 outline
- 5.1 Onward and upward: Using digital and social media marketing to improve customer value
- 5.2 The customers take control
- 5.3 Digital and the importance of differentiation
- 5.4 Just because you can doesn’t mean you should: Social media and retargeting
- Explore further resources
- Practice Task - Retargeting
- Recall 5
- Week 5 quiz
- Using digital and social marketing to improve customer value
- Week 6 outline
- 6.1 Turning knowledge into wisdom: Big Data
- 6.2 Getting started with Big Data
- 6.3 Customer-centred strategic growth frameworks
- 6.3a How customer-centred are you, really?
- Explore further resources 6
- Practice Task - Applying Big Data to a small business
- Recall 6
- Week 6 quiz
Summary of User Reviews
Key Aspect Users Liked About This Course
Many users found the course content to be comprehensive and informative.Pros from User Reviews
- The course provides a good introduction to marketing analytics and its importance in the industry.
- The instructors are knowledgeable and provide clear explanations of the concepts.
- The course assignments and quizzes help to reinforce the learning material.
- The course is well-structured and easy to follow.
- The course provides practical applications of marketing analytics in real-world scenarios.
Cons from User Reviews
- Some users felt that the course was too basic and did not provide enough depth on certain topics.
- The course can be time-consuming, especially for those who are new to the field of marketing analytics.
- Some users experienced technical difficulties with the course platform.
- The course may not be suitable for those who are looking for advanced or specialized topics in marketing analytics.
- The course may not provide enough hands-on experience with marketing analytics tools and software.
Ray Welling
4.7 Raiting
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