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4.7

Marketing analytics: Know your customers

Certificate
Provider:Coursera
InstructorRay Welling
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Course description
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.

Meet your instructors:

  • Ray Welling photoRay Welling
    Department of Marketing
    Ray is a marketing academic with more than 20 years digital and media industry experience at senior levels. His teaching experience has focused on digital marketing, global marketing, public relations and social media. He is the author of Digital Disruption & Transformation: Lessons from History, published in 2018.

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Coursera

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