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$69

Marketing analytics: Know your customers

Created by -

Ray Welling
,
Macquarie University

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English

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Overview

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.

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USD 69

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Type: Online

This course includes

  • Approx. 15 hours to complete
  • Earn a Certificate upon completion
  • Start instantly and learn at your own schedule.

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course image

USD 69

provider image

Type: Online

This course includes

  • Approx. 15 hours to complete
  • Earn a Certificate upon completion
  • Start instantly and learn at your own schedule.

Taken this course?

Share your experience with other students

Share

Add Review

Marketing analytics: Know your customers

Created by -

Ray Welling
,
Macquarie University

0.00

(0 ratings)

All Levels

Start Date: February 10th 2021

Course Description

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.

The information used on this page is how each course is described on the Coursera platform.

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About the Instructor

Ray Welling,Macquarie University

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