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.
Macquarie is ranked among the top one per cent of universities in the world, and with a 5-star QS rating, we are recognised for producing graduates who are among the most sought-after professionals in the world. Since our foundation 54 years ago, we have aspired to be a different type of university: one focused on fostering collaboration between students, academics, industry and society.
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来自MARKETING ANALYTICS: KNOW YOUR CUSTOMERS的热门评论
This course gave me numerous and realistic knowledge ever! When you access it, don't skip any practice tasks, remember it!
I learned a lot from the course Thanks for teaching! It is very useful.
A very useful course specially for those students who are about to enter the corporate world
The course was really helpful and many thing were new for me.
关于 Analysing: Numeric and digital literacies 专项课程
Being financially and data-literate is a requirement of all effective leaders. This includes the ability to analyse data and harness its value, as well as to leverage these skills to become a future-focused business leader. In four themed courses, this specialisation will: teach you that financial literacy is a required capability for every business leader (Know Your Numbers 1); provide you with a foundational understanding of how to manage your organisation’s finances effectively (Know Your Numbers 2); equip you with tools to analyse data and generate market insights (Generate Insights); and explore what to measure to maximise customer value (Know Your Customers).