Developing Insights from the Online Customer Journey
Developing Insights from the Online Customer Journey
A data-informed understanding of online user behaviour allows brands to consistently meet the needs of their customers, improve products, and increase sales. This 100% online Melbourne MicroCert will empower you with advanced knowledge of customer analytics, equipping you and your team with a range of essential tools for converting visitors…
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COURSE DESCRIPTION
A data-informed understanding of online user behaviour allows brands to consistently meet the needs of their customers, improve products, and increase sales. This 100% online Melbourne MicroCert will empower you with advanced knowledge of customer analytics, equipping you and your team with a range of essential tools for converting visitors to your channels into customers. Open to anyone seeking evidence-based insights into online customer journeys, this six-week course is ideal for professionals in the marketing industry, including brand strategists, customer data analysts, and campaign managers. Learn to track customer journeys: Gain valuable skills to collect, analyse, and act on important metrics generated from online user behaviour across your owned channels, including engagement ratios, click-through rates, and customer lifetime values. Harness powerful sentiment analysis tools: Learn to conduct sentiment analysis on text data collected from customer interactions with your brand. Be introduced to dynamic automated text analysis techniques and gain essential skills to monitor and respond effectively to changing attitudes, thoughts, and feelings about your products and services. Explore key concepts in customer retention and conversion: Enhance your understanding of important marketing metrics such as customer lifetime value (CLV) and the shapely value method. Discover how to use both as key performance indicators of customer retention and conversion across all marketing channels in your organisation.
Skills and learning outcomes: By the end of this micro-credential, you’ll have a deeper understanding of online customer journeys. You’ll be able to: Design the connections between digital metrics, analytics, marketing actions, and performance of the firm. Apply automated text analysis techniques to user-generated and new secondary data such as online product reviews, tweets and blog posts in order to summarise and develop insights into consumer attitudes and sentiment. Apply the concepts of customer lifetime value and shapely value as key performance indicators of customer retention and marketing attribution in a digital marketing context.
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.
