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鈥檚 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. Course Learning Outcomes: After completing the course learners will be able to... Describe the major methods of customer data collection used by companies and understand how this data can inform business decisions Describe the main tools used to predict customer behavior and identify the appropriate uses for each tool Communicate key ideas about customer analytics and how the field informs business decisions Communicate the history of customer analytics and latest best practices at top firms
Course Introduction and Overview
Skills You'll Learn
Marketing, Customer Analytics, Data Analysis, Marketing Performance Measurement And Management, Regression Analysis, Predictive Analytics, Business Analysis, Market Research, Strategy
Reviews
4.6 (11,911 ratings)
- 5 stars68.24%
- 4 stars24.24%
- 3 stars5.50%
- 2 stars1.25%
- 1 star0.74%
JS
Dec 5, 2016
Fantastic course. The instructors were great, the real world examples were very interesting, and the course materials were relevant to the daily tasks I face as a Data & Customer Insights Analyst.
ND
Jan 31, 2019
Though I have worked on Customer Analytics with my previous work experiences and also on Surveys etc at George Brown College Canada, this module was more than insightful. Lots of learning to learn eh!
From the lesson
Introduction to Customer Analytics
Taught By
Eric Bradlow
Professor of Marketing, Statistics, and Education, Chairperson, Wharton Marketing Department, Vice Dean and Director, Wharton Doctoral Program, Co-Director, Wharton Customer Analytics Initiative
Peter Fader
Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
Raghu Iyengar
Professor of Marketing
Ron Berman
Assistant Professor of Marketing