IIRF Online > Marketing > Marketing Analytics & Automation > Marketing Analytics > Marketing analytics: Know your customers
Marketing analytics: Know your customers by Coursera
Course 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.
Skills you will learn!
Curriculum
10 Topics
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
Week 1 quiz
Recall 1
8 Topics
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
Week 2 quiz
Recall 2
9 Topics
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
Week 3 quiz
Recall 3
8 Topics
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
Week 4 quiz
Recall 4
9 Topics
Week 5 outline
5.1 Onward and upward: Using digital and social media marketing to improve customer value
5.3 Digital and the importance of differentiation
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 5
Practice Task - Retargeting
Week 5 quiz
Recall 5
9 Topics
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
Week 6 quiz
Recall 6
Marketing analytics: Know your customers
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