Comparative Analysis of Customer Data
Comparative Analysis of Customer Data
The ability to analyse and leverage online user data allows brands to build strategies that enhance customer value and drive long-term success. This 100% online micro-credential will equip you with essential tools and techniques to uncover and respond effectively to consumer insights across your organisation’s marketing channels. Open to anyone…
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COURSE DESCRIPTION
The ability to analyse and leverage online user data allows brands to build strategies that enhance customer value and drive long-term success. This 100% online micro-credential will equip you with essential tools and techniques to uncover and respond effectively to consumer insights across your organisation’s marketing channels. Open to anyone seeking a strong grounding in data analysis, this six-week course is suitable for professionals in a range of roles, including market researchers & marketing analysts, pricing analysts, product managers, and UX designers. Explore fundamental concepts in customer data analysis: Be introduced to comparative statistical analysis and gain a data-informed approach to understanding key similarities and differences between your customers. You’ll explore a range of tools to recognise and act on customer behaviour trends, including powerful data visualisation software. Gain essential skills to conduct your own data-based experiments: Learn to design and implement your own experiments to collect, compare and uncover valuable customer-data insights. You’ll build your analytical skills across different exploratory techniques in statistical analysis, and gain the knowledge needed to positively influence user behaviour and outcomes. Apply your new knowledge to a real-world customer data analysis: Analyse an existing customer data set and perform a statistical comparison that draws on core concepts covered in this course. You’ll develop and present a proposal that highlights opportunities and implications for future marketing strategies and gain expert feedback from your peers and course facilitator.
Skills and learning outcomes: By the end of this course, you’ll have a deeper understanding of how to perform statistical analysis of consumer data and metrics. You’ll be able to: Develop effective decision-making strategies in dealing with digital marketing data; Apply statistical reasoning and methodologies such as statistical tests and experiments to facilitate comparative analysis of consumer data and to critically evaluate and explain the impact of marketing actions on consumer behaviour and outcomes; Apply statistical measures of association such as correlations and simple linear regression to describe and depict relationships between digital marketing variables.
EDUCATIONAL INSTITUTION
Established in 1853, the University of Melbourne enjoys an outstanding reputation with world rankings, consistently being placed as Australia’s leading comprehensive research-intensive university, and is one of the world’s top 50 (as per Times Higher Education World University Rankings 2015 – 2016 and Academic Ranking of World Universities 2015). There are over 80 different undergraduate study areas and over 270 graduate courses at Melbourne for students to choose from. The University has extensive global networks and has seven campus locations across Melbourne and rural Victoria.
