Marketing Analytics: Know your customers (Coursera)

Know your customers (Coursera) ranks 5th in the list of the best online marketing analytics courses. 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. Through structured learning activities (video lectures, quizzes, discussion prompts, industry interviews, and written assessments) this course will teach you what to quantity – and how – in order to maximize customer value. Speedy advancements in technology mean more powerful data and analytics can inform marketing judgments.

Highlights

• 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.

Duration: 20 hours

Coursera Rating: 4.7/5.0

Enroll here: coursera.org/learn/marketing-analytics-customers