Are your customers at the centre of your organisation’s strategy? The course "Marketing analytics: Know your customers" offered by Macquarie University delves into the core component of marketing analytics, guiding learners through structured learning activities such as video lectures, quizzes, and industry interviews.
Throughout the course, you will gain an understanding of traditional and digital marketing metrics, explore the types of customer data collected through various methods, and discover the tools and techniques for analyzing customer data effectively.
Rapid advancements in technology have enabled more powerful data and analytics to inform marketing decisions, making it increasingly vital to measure effectiveness across the customer journey. By experimenting with behavior and predictive analytics, you will develop marketing strategies that deliver the right product via the right channel at the right time.
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The course modules cover the primacy of customer value, types of customer data, tools for analyzing customer data, combining tools for meaningful insight, and using customer data to drive strategy, culminating in a comprehensive learning experience.
The primacy of customer value module provides an introduction to the course and delves into the importance of customer-centric thinking, uncovering customer value, and developing customer-centered habits.
The types of customer data module explores the relevant types of data, the significance of research in understanding customers, and the impact of digital technology on data collection.
The tools for analyzing customer data module covers making data useful using the DIKW pyramid, customer journey mapping, and understanding the consumer decision-making process.
The combining tools for meaningful insight module focuses on turning information into knowledge using attribution models, eliminating bias, and extracting knowledge from Google Analytics.
The using customer data to drive strategy module discusses the use of digital and social media marketing to improve customer value, the importance of differentiation, and the application of retargeting strategies.
The using digital and social marketing to improve customer value module explores turning knowledge into wisdom with Big Data, getting started with Big Data, and customer-centered strategic growth frameworks.
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