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Customer Analytics, University of Pennsylvania

5,123 ratings
1,141 reviews

About this Course

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. Course Learning Outcomes: After completing the course learners will be able to... Describe the major methods of customer data collection used by companies and understand how this data can inform business decisions Describe the main tools used to predict customer behavior and identify the appropriate uses for each tool Communicate key ideas about customer analytics and how the field informs business decisions Communicate the history of customer analytics and latest best practices at top firms...

Top reviews


Apr 06, 2017

Perfect Course for those who want to inquire insight and knowledge of how tons of data that we generate in our day to day life is being utilized by big organizations in optimizing their productivity.


Nov 15, 2016

Amazing course for even beginners in the field of customer analytics. Highly recommend to do this course for enhancing the analytical skills. Examples and case studies explains the concept very well.

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1,084 Reviews

By Ashutosh

Dec 09, 2018

its a great course to start with

By Sourabh Ajit Kamble

Dec 07, 2018

Wonderful Course

By Shailesh Pandey

Dec 04, 2018

Very informative course,Well explained

By Shaharol Nizam Bin Mokti

Dec 04, 2018

Excellent knowledge about Customer Analysis

By Joaquín Corpus Maestre

Dec 03, 2018

Very interesting and useful. With this course you can learn in a few weeks the basics of Marketing Science, what it has became a must in business, specially for decision making.

By Saurabh Saha

Dec 03, 2018

Amazing course!Helped me a lot in improving my marketing analytics concepts.

By Mike Y Wang

Dec 02, 2018

I whole heartedly recommend this course to those interested in customer analytics from a business perspective. The course does not intend to go into the technical or statistical perspective, and this is clearly stated numerous times. I was ready to give this course 4 stars after finishing the first four weeks, but the last week is where I decided to rate this course 5 stars. Well done, Wharton Marketing!

By Mahdi Javadi

Dec 01, 2018

It was a good introductory course to begin your journey with .

By Vinod David Thomas

Nov 29, 2018

The course talks about various techniques and methodologies. But does not get into details. For example, churn analysis. They talk about churn analysis but does not get into the details on how to perform a churn analysis.

By Agustín Hipólito Abdala

Nov 28, 2018

Excellent tools to apply and continue learning!