About Customer Analytics course
Data about how we browse and shop is everywhere. From credit card transactions and online shopping carts to customer loyalty programs and user ratings/reviews, there is a dizzying amount of data that can be used to describe our past shopping behavior, predict the future, and prescribe new ways to influence future purchasing decisions. In this course, four leading Wharton marketing professors provide an overview of the key areas of customer analytics—descriptive analytics, predictive analytics, prescriptive analytics—and their applications to real-world business practices, including Amazon, Google, Starbucks, and more. This course provides an overview of the field of analytics so you can make informed business decisions. It is an introduction to customer analytics theory and is not intended to prepare students to perform customer analytics.
Course learning outcomes: Upon completion of the course, students will be able to: Describe the main customer data collection methods used by companies and understand how this data can help in making business decisions; Describe the main tools used to predict customer behavior and identify appropriate applications for each tool; Explain the main ideas behind customer analytics and how this field impacts business decisions; Explain the history of customer analytics and the latest best practices at leading companies;
