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Marketing analytics: Know your customers
  • Level Foundation
  • المدة 21 ساعات hours
  • الطبع بواسطة Macquarie University
  • Offered by

عن

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.

الوحدات

Course overview

    • 1 Videos
Show info about module content

1 Videos

  • Course welcome and introduction

Weekly outline

    • 1 Videos
Show info about module content

1 Videos

  • Week 1 outline

Lesson 1

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Recall 1

4 Videos

  • 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

1 Readings

  • Explore further resources

Practice 1

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 1 quiz

1 Readings

  • Practice task: Permission marketing

Weekly outline

    • 1 Videos
Show info about module content

1 Videos

  • Week 2 outline

Lesson 2

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Recall 2

3 Videos

  • 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

1 Readings

  • Explore further resources 2

Practice 2

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 2 quiz

1 Readings

  • Practice task: Market research

Weekly outline

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Week 3 outline

1 Readings

  • Become a Global MBA learner

Lesson 3

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Recall 3

3 Videos

  • 3.1 Making data useful: the DIKW pyramid
  • 3.2 Customer journey mapping
  • 3.3 Customer journeys and the consumer decision-making process

1 Readings

  • Explore further resources 3

Practice 3

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 3 quiz

1 Readings

  • Practice task: Customer journey mapping

Weekly outline

    • 1 Videos
Show info about module content

1 Videos

  • Week 4 outline

Lesson 4

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Recall 4

3 Videos

  • 4.1 Turning information into knowledge: Attribution models
  • 4.2 Making information meaningful and eliminating bias
  • 4.3 Extracting knowledge from Google Analytics

1 Readings

  • Explore further resources 4

Practice 4

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 4 quiz

1 Readings

  • Practice task - Connecting with customer using data

Weekly outline

    • 1 Videos
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1 Videos

  • Week 5 outline

Lesson 5

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Recall 5

4 Videos

  • 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

1 Readings

  • Explore further resources 5

Practice 5

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Week 5 quiz

1 Readings

  • Practice Task - Retargeting

Weekly outline

    • 1 Videos
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1 Videos

  • Week 6 outline

Lesson 6

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Recall 6

4 Videos

  • 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?

1 Readings

  • Explore further resources 6

Practice 6

    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Week 6 quiz

1 Readings

  • Practice Task - Applying Big Data to a small business

Auto Summary

"Marketing Analytics: Know Your Customers" is a foundational course in Sales & Marketing offered by Coursera. Taught through video lectures, quizzes, and industry interviews, the course spans 1260 minutes. It focuses on understanding and using marketing analytics to enhance customer value. Learners will explore both traditional and digital marketing metrics, behavior, and predictive analytics. Subscription options include Starter and Professional plans, making it ideal for those looking to integrate data-driven strategies in marketing.

Ray Welling
Instructor

Ray Welling