This course is part of the Analysing: Numeric and digital literacies Specialization

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370 ratings

Ray Welling

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Part of the Global Master of Business Administration (Global MBA) degree
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Analysing: Numeric and digital literacies SpecializationMacquarie University

About this Course

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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.

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Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 4 of 4 in the

Analysing: Numeric and digital literacies Specialization

Beginner Level

Approx. 20 hours to complete

English

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What you will learn

Analyse the concept of customer value and its importance to an organisation.
Explore the types of customer data that are collected, both by traditional and digital methods.
Examine the tools used and determine what works best to solve which problem.
Use customer data to both understand the current situation and develop and drive strategy.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 4 of 4 in the

Analysing: Numeric and digital literacies Specialization

Beginner Level

Approx. 20 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.73/5 (111 Ratings)

Ray Welling

Department of Marketing

Macquarie Business School

12,980 Learners

1 Course

Offered by

Macquarie University

Start working towards your Master's degree

This course is part of the 100% online Global Master of Business Administration (Global MBA) from Macquarie University. If you are admitted to the full program, your courses count towards your degree learning.

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Syllabus - What you will learn from this course

Week1

Week 1

3 hours to complete

The primacy of customer value

3 hours to complete

6 videos (Total 27 min), 2 readings, 2 quizzes

6 videos

Course welcome and introduction2mWeek 1 outline1m1.1 It’s not about you, it’s about them: The primacy of the customer6m1.2 Customer-centred thinking is the new black5m1.3 Digging for gold – uncovering customer value6m1.4 Habit corner: Becoming more customer-centred3m

2 readings

Explore further resources1hPractice task: Permission marketing30m

2 practice exercises

Recall 130mWeek 1 quiz1h

Week2

Week 2

3 hours to complete

Types of customer data

Once you understand the importance of customer value, you will want to get your hands on all the data you can about your customers, to help you decide how best to serve them. However, beware: Not all customer data is equal. This week you will learn about the importance of balance. - Balancing how easy it is to gather and analyse against its relevance to your business. +-Balancing the relevance/importance of data you could or should be gathering against the cost of obtaining that data. Finding the balance between relying on the types of data you’ve always used against the promises made about data obtained by digital means. Working out how to weigh up the relative usefulness and importance of disparate types of data.

3 hours to complete

4 videos (Total 22 min), 2 readings, 2 quizzes

Week3

Week 3

4 hours to complete

Tools for analysing customer data

Unless you’re working for a large multinational firm, it’s highly likely that the cost of gathering and analysing the optimal amount of relevant customer data is more than you can afford. However, there are many cloud-based, software as a service (SAAS) tools available that make robust analysis achievable. This week we will explore the types of tools used by both large and small businesses for customer data and analysis and identify which questions will help you determine which ones are most relevant to you.

4 hours to complete

4 videos (Total 23 min), 3 readings, 2 quizzes

Week4

Week 4

3 hours to complete

Combining tools for meaningful insight

Once you have decided which types of customer data are relevant, achievable and affordable, and then gathered all the information on customers that you can, how do you turn it into something useful (for both you and your customer)? This week we explore how to combine different forms of data to create a meaningful picture of your customers. Using the customer-centric frameworks developed earlier in this unit, we consider how to best understand your customers, what they want, and how you can re-tool your business to meet their needs.

3 hours to complete

4 videos (Total 19 min), 2 readings, 2 quizzes

Week5

Week 5

3 hours to complete

Using customer data to drive strategy

The biggest problem with data and analytics is that it’s all backward-looking; you’re reviewing what’s happened in the past. How do you use your deeper understanding of your customers to develop and innovate? Here’s where the creativity comes in. This week we look at how to blend the insights learned about your customers with other information to create solutions that help bridge the gap between your customers’ current and aspired selves and unlock growth in your business.

3 hours to complete

5 videos (Total 22 min), 2 readings, 2 quizzes

5 videos

Week 5 outline1m5.1 Onward and upward: Using digital and social media marketing to improve customer value6m5.3 Digital and the importance of differentiation5m5.3 Digital and the importance of differentiation5m5.4 Just because you can doesn’t mean you should: Social media and retargeting3m

2 readings

Explore further resources 51hPractice Task - Retargeting30m

2 practice exercises

Recall 530mWeek 5 quiz1h

Week6

Week 6

3 hours to complete

Using digital and social marketing to improve customer value

Some experts have said that customers are now all online, so brands need to move all their promotional effort from traditional media to digital media, particularly social media. Despite the growing numbers of online/social media users and declining audiences for traditional media, it’s not that simple. People go online for different reasons and while consuming tools such as social media, they’re less receptive to brand messaging. Following on from everything we’ve learned in this unit, this week we will focus on how to use digital media to optimise customer value, as opposed to engaging in interruption marketing.

3 hours to complete

5 videos (Total 26 min), 2 readings, 2 quizzes

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TOP REVIEWS FROM MARKETING ANALYTICS: KNOW YOUR CUSTOMERS

by SMApr 11, 2020

The course was really helpful and many thing were new for me.

by MHSep 29, 2021

I learned a lot from the course Thanks for teaching! It is very useful.

by NJul 8, 2020

Very engaging course and Extremely useful for my personal and professional development.

by VMFeb 10, 2023

This a 5 star course! but i will give it a 4 because there are some material that I cannot access to.

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About the Analysing: Numeric and digital literacies Specialization

Being financially and data-literate is a requirement of all effective leaders. This includes the ability to analyse data and harness its value, as well as to leverage these skills to become a future-focused business leader. In four themed courses, this specialisation will: teach you that financial literacy is a required capability for every business leader (Know Your Numbers 1); provide you with a foundational understanding of how to manage your organisation’s finances effectively (Know Your Numbers 2); equip you with tools to analyse data and generate market insights (Generate Insights); and explore what to measure to maximise customer value (Know Your Customers).

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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