Marketing analytics: Know your customers

Start Date: 05/31/2020

Course Type: Common Course

Course Link:

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About Course

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.

Course Syllabus

The primacy of customer value
Types of customer data
Tools for analysing customer data
Combining tools for meaningful insight
Using customer data to drive strategy
Using digital and social marketing to improve customer value

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Course Introduction

Marketing analytics: Know your customers, use them, and drive sales Marketing analytics is the science of marketing communication, and it is the focus of Marketing Analytics: Know your Customers, use them, and drive sales. In this course, we will look at how marketers communicate to their customers and how these communications drive sales. You’ll learn how to use data analytics to understand your customers better, analyze their needs, and communicate marketing decisions with them. You’ll also learn how to use data analytics to make data-informed marketing communications more effective. Through case studies and hands-on exercises, we’ll show you how to use data analytics to drive better business decisions. After completing this course, you’ll be able to: - Describe the structure and content of a marketing communication campaign - Develop strategies for a marketing communications campaign - Apply marketing analytics to analyze and improve marketing communications - Respond to customer's questions and provide insights into customer's marketing needs - Design a marketing communications campaign and communication plan This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and 1: Marketing Communications at a Glance Module 2: Marketing Communications Strategy and Marketing Communications Mix Module 3: Marketing Communications & Marketing Analytics Module 4: Marketing Analytics & Marketing Communications

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