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.
Этот курс входит в специализацию ''Специализация Бизнес-аналитика'
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Специализация Бизнес-аналитикаПенсильванский университетОб этом курсе
Приобретаемые навыки
- Predictive Analytics
- Customer Analytics
- Regression Analysis
- Marketing Performance Measurement And Management
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Пенсильванский университет
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.
Программа курса: что вы изучите
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.
Рецензии
- 5 stars67,81 %
- 4 stars24,65 %
- 3 stars5,62 %
- 2 stars1,20 %
- 1 star0,70 %
Лучшие отзывы о курсе АНАЛИЗ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ
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.
Provides very good overview and understanding of cutomer analytics, how to collect data, measure, predict outcomes and what techniques to use in different scenarios. Highly recommend for beginners.
Excellent for learning different types of analytics, the different tools, learning which type of analytics and tool to use in a specific situation. Furthermore how to implement analytics in business
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.
Специализация Бизнес-аналитика: общие сведения
This Specialization provides an introduction to big data analytics for all business professionals, including those with no prior analytics experience. You’ll learn how data analysts describe, predict, and inform business decisions in the specific areas of marketing, human resources, finance, and operations, and you’ll develop basic data literacy and an analytic mindset that will help you make strategic decisions based on data. In the final Capstone Project, you’ll apply your skills to interpret a real-world data set and make appropriate business strategy recommendations.
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