Course Summary
Learn how to use customer data to make better business decisions in this course from Wharton School of Business.Key Learning Points
- Understand how customer analytics can improve your business
- Learn how to use data to drive decisions
- Gain practical skills in customer segmentation and lifetime value analysis
Job Positions & Salaries of people who have taken this course might have
- USA: $60,000 - $90,000
- India: ₹500,000 - ₹1,000,000
- Spain: €25,000 - €45,000
- USA: $60,000 - $90,000
- India: ₹500,000 - ₹1,000,000
- Spain: €25,000 - €45,000
- USA: $90,000 - $120,000
- India: ₹1,000,000 - ₹2,000,000
- Spain: €45,000 - €70,000
- USA: $60,000 - $90,000
- India: ₹500,000 - ₹1,000,000
- Spain: €25,000 - €45,000
- USA: $90,000 - $120,000
- India: ₹1,000,000 - ₹2,000,000
- Spain: €45,000 - €70,000
- USA: $120,000 - $150,000
- India: ₹2,000,000 - ₹3,000,000
- Spain: €70,000 - €90,000
Related Topics for further study
- customer segmentation
- lifetime value analysis
- data-driven decision-making
- customer behavior
- market research
Learning Outcomes
- Develop a solid understanding of customer analytics and its applications
- Gain hands-on experience with segmentation and lifetime value analysis
- Learn how to use data to make strategic business decisions
Prerequisites or good to have knowledge before taking this course
- Basic knowledge of statistics
- Familiarity with Excel or another spreadsheet tool
Course Difficulty Level
IntermediateCourse Format
- Online self-paced course
- Video lectures
- Real-world case studies
Similar Courses
- Marketing Analytics: Data Tools and Techniques
- Marketing Mix Implementation Specialization
Related Education Paths
Related Books
Description
Data about our browsing and buying patterns are everywhere. From credit card transactions and online shopping carts, to customer loyalty programs and user-generated ratings/reviews, there is a staggering amount of data that can be used to describe our past buying behaviors, predict future ones, and prescribe new ways to influence future purchasing decisions. In this course, four of Wharton’s top marketing professors will provide an overview of key areas of customer analytics: descriptive analytics, predictive analytics, prescriptive analytics, and their application to real-world business practices including Amazon, Google, and Starbucks to name a few. This course provides an overview of the field of analytics so that you can make informed business decisions. It is an introduction to the theory of customer analytics, and is not intended to prepare learners to perform customer analytics.
Outline
- Introduction to Customer Analytics
- Course Introduction and Overview
- Overview of the Business Analytics Specialization
- Descriptive Analytics
- What is Descriptive Analytics?
- Descriptive Data Collection: Survey Overview
- Descriptive Data Collection: Net Promoter Score and Self-Reports
- Descriptive Data Collection: Survey Design
- Passive Data Collection
- Media Planning
- Causal Data Collection and Summary
- Descriptive Analytics Slides
- Additional Readings: Descriptive Analytics
- Descriptive Analytics Practice Quiz
- Descriptive Analytics Quiz
- Predictive Analytics
- Introduction to Predictive Analytics
- Asking Predictive Questions
- Regression Analysis, Part 1
- Regression Analysis, Part 2
- Beyond Period 2
- Making Predictions Using a Data Set
- Data Set Predictions: Mary, Sharmila, or Chris?
- Probability Models
- Implementation of the Model
- Results and Predictions
- Zodiac Story
- Model Extensions
- Surprising Applications
- Machine Learning
- Customer-Based Corporate Valuation (CBCV)
- CBCV Case Study: Farfetch
- Reading: Customer Lifetime Value
- Predictive Analytics and Regression Analysis Slides
- Implementation of the Model Spreadsheet
- Additional Readings: Predictive Analytics
- Lecture Slides
- Predictive Analytics Practice Quiz
- Predictive Analytics Quiz
- Prescriptive Analytics
- Introduction
- What is Prescriptive Analytics?
- Using the Data to Maximize Revenue
- Parameters of the Model
- Market Structure
- Competition and Online Advertising Models
- Conclusion(s)
- Prescriptive Analytics Slides
- Prescriptive Analytics Practice Quiz
- Prescriptive Analytics Quiz
- Application/Case Studies
- Introduction to Application to Analytics
- The Future of Marketing is Business Analytics
- The Golden Age of Marketing
- Applications: ROI
- Radically New Data Sets in Marketing
- The Perils of Efficiency
- Analytics Applied: Kohl's, NetFlix, AmEx and more
- Conclusion
- Application/Case Study Slides
- Additional Reading: the Power of Data
- Application/Case Studies Practice Quiz
- Applications
Summary of User Reviews
Discover the power of customer analytics in this course from Wharton School. This course received positive reviews from its users. One key aspect that many users thought was good is the practical application of customer analytics in real-world scenarios.Pros from User Reviews
- Practical application of customer analytics in real-world scenarios
- In-depth coverage of customer analytics concepts
- Great course for those interested in marketing and data analytics
- Excellent instructors with extensive industry experience
Cons from User Reviews
- Some users found the course content to be too theoretical
- Course materials could be more engaging
- Some users found the pace of the course to be too slow
- Not suitable for those with no prior knowledge of data analytics
- No hands-on exercises to reinforce learning
Eric Bradlow
4.6 Raiting
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