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
Introduction
Skills You'll Learn
Customer Insights, Regression Analysis, Predictive Analytics, Consumer Behaviour, Business Analytics, Data-Driven Decision-Making, Market Research, Data Collection, Correlation Analysis, Analytics, Marketing, Descriptive Analytics, Customer Analysis, Marketing Analytics, Customer Data Management
Reviews
4.6 (11,917 ratings)
- 5 stars68.26%
- 4 stars24.23%
- 3 stars5.50%
- 2 stars1.25%
- 1 star0.74%
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!
TJ
Aug 18, 2019
This was my first course on coursera and i think it was definitely worth spending time. This was my first step towards analytics and this course has helped me gain insights about customer analytics.
From the lesson
Prescriptive 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