Data about our browsing and buying patterns are everywhere. From credit card transactions and online shopping carts, to customer loyalty programs and user-generated ratings/reviews, there is a staggering amount of data that can be used to describe our past buying behaviors, predict future ones, and prescribe new ways to influence future purchasing decisions. In this course, four of Wharton’s top marketing professors will provide an overview of key areas of customer analytics: descriptive analytics, predictive analytics, prescriptive analytics, and their application to real-world business practices including Amazon, Google, and Starbucks to name a few. This course provides an overview of the field of analytics so that you can make informed business decisions. It is an introduction to the theory of customer analytics, and is not intended to prepare learners to perform customer analytics.
提供方
课程信息
学生职业成果
33%
32%
您将获得的技能
学生职业成果
33%
32%
可分享的证书
100% 在线
第 1 门课程（共 5 门）
可灵活调整截止日期
完成时间大约为12 小时
英语（English）
教学大纲 - 您将从这门课程中学到什么
Introduction to Customer Analytics
What is Customer Analytics? How is this course structured? What will I learn in this course? What will I learn in the Business Analytics Specialization? These short videos will give you an overview of this course and the specialization; the substantive lectures begin in Week 2.
Descriptive Analytics
Predictive Analytics
Once you’ve collected and interpreted data, what do you do with it? In this module, you’ll learn how to take the next step: how to use data about actions in the past to make to make predictions about actions in the future. You’ll examine the main tools used to predict behavior, and learn how to determine which tool is right for which decision purposes. Additionally, you’ll learn the language and the frameworks for making predictions of future behavior. At the end of this module, you’ll be able to determine what kinds of predictions you can make to create future strategies, understand the most powerful techniques for predictive models including regression analysis, and be prepared to take full advantage of analytics to create effective data-driven business decisions.
Prescriptive Analytics
How do you turn data into action? In this module, you’ll learn how prescriptive analytics provide recommendations for actions you can take to achieve your business goals. First, you’ll explore how to ask the right questions, how to define your objectives, and how to optimize for success. You’ll also examine critical examples of prescriptive models, including how quantity is impacted by price, how to maximize revenue, how to maximize profits, and how to best use online advertising. By the end of this module, you’ll be able to define a problem, define a good objective, and explore models for optimization which take competition into account, so that you can write prescriptions for data-driven actions that create success for your company or business.
审阅
4.6
来自消费者分析的热门评论
Though I have worked on Customer Analytics with my previous work experiences and also on Surveys etc at George Brown College Canada, this module was more than insightful. Lots of learning to learn eh!
The material was interesting, current and communicated clearly. However, i did feel that some of the quiz questions were poorly phrased which created confusion. Would certainly recommend it to others.
Bastante interesante, especialmente cuando se ven las aplicaciones reales que existen de diferentes marcas a nivel mundial. Me gusto mucho para ser mi primer curso y pocas cosas malas que decir de el.
I enjoyed the content. Some of the professors were more concise than others. I would prefer more slides that watching professors talk. I am looking forward to the other classes in this specialization.
I really enjoyed the class. Analytics are such an important part of today's understanding of the customer but have other uses even beyond that. Professor Fader has really great insight on the subect.
Amazing course for even beginners in the field of customer analytics. Highly recommend to do this course for enhancing the analytical skills. Examples and case studies explains the concept very well.
Perfect Course for those who want to inquire insight and knowledge of how tons of data that we generate in our day to day life is being utilized by big organizations in optimizing their productivity.
The course is very good. I have learned a lot from the course. A lot of interesting topics and help me to under the marketing. I will for sure continue learning more courses from this specialization.
Great introduction to concepts. I value these courses because they hold the potential to optimize education and provide skills that will be necessary and essential for today's and tomorrow's markets.
Good intro to the course. Would like it if the course had more use cases or technical skills taught, just so we can use the knowledge learned in real life situations. But the overall course is great!
This was my first course on coursera and i think it was definitely worth spending time. This was my first step towards analytics and this course has helped me gain insights about customer analytics.
The course is very useful and opened a whole new set of interests for me. I'll keep learning and digging into customer analytics for sure, I can see it's a very valuable set of skills and knowledge.
提供方
宾夕法尼亚大学
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
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