About this course: 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. Course Learning Outcomes: After completing the course learners will be able to... Describe the major methods of customer data collection used by companies and understand how this data can inform business decisions Describe the main tools used to predict customer behavior and identify the appropriate uses for each tool Communicate key ideas about customer analytics and how the field informs business decisions Communicate the history of customer analytics and latest best practices at top firms

Created by: University of Pennsylvania

Taught by: Eric Bradlow, Professor of Marketing, Statistics, and Education, Chairperson, Wharton Marketing Department, Vice Dean and Director, Wharton Doctoral Program, Co-Director, Wharton Customer Analytics Initiative
The Wharton School
Taught by: Peter Fader, Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
Taught by: Raghu Iyengar, Associate Professor of Marketing
The Wharton School
Taught by: Ron Berman, Assistant Professor of Marketing
The Wharton School

Basic Info	Course 1 of 5 in the Business Analytics Specialization.
Commitment	4 weeks of study, 5-6 hours/week
Language	English, Subtitles: Spanish, Chinese (Simplified)
How To Pass	Pass all graded assignments to complete the course.

Syllabus

WEEK 1

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 lecture...

2 videos

WEEK 2

Descriptive Analytics

In this module, you’ll learn what data can and can’t describe about customer behavior as well as the most effective methods for collecting data and deciding what it means. You’ll understand the critical difference between data which describes a causal relati...

7 videos, 2 readings

Graded: Descriptive Analytics Quiz

WEEK 3

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...

10 videos, 4 readings

Graded: Predictive Analytics Quiz

WEEK 4

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 ...

7 videos, 1 reading

Graded: Prescriptive Analytics Quiz

WEEK 5

Application/Case Studies

How do top firms put data to work? In this module, you’ll learn how successful businesses use data to create cutting-edge, customer-focused marketing practices. You’ll explore real-world examples of the five-pronged attack to apply customer analytics to market...

8 videos, 2 readings

Graded: Applications

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Coursework

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Creators

University of Pennsylvania

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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