Macquarie University - Marketing analytics: Know your customers
- Offered byCoursera
Marketing analytics: Know your customers at Coursera Overview
Duration | 20 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Marketing analytics: Know your customers at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 4 of 4 in the Analysing: Numeric and digital literacies Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Beginner Level
- Approx. 20 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Marketing analytics: Know your customers at Coursera Course details
- 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.
Marketing analytics: Know your customers at Coursera Curriculum
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
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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
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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
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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
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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
Marketing analytics: Know your customers at Coursera Admission Process
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