About this Course
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Approx. 12 hours to complete

Suggested: 4 weeks of study, 5-6 hours/week...


Subtitles: English, Spanish, Chinese (Simplified)

Skills you will gain

Predictive AnalyticsCustomer AnalyticsRegression AnalysisMarketing Performance Measurement And Management

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 12 hours to complete

Suggested: 4 weeks of study, 5-6 hours/week...


Subtitles: English, Spanish, Chinese (Simplified)

Syllabus - What you will learn from this course

4 minutes to complete

Introduction to Customer Analytics

2 videos (Total 4 min)
2 videos
Overview of the Business Analytics Specialization1m
2 hours to complete

Descriptive Analytics

7 videos (Total 73 min), 2 readings, 1 quiz
7 videos
Descriptive Data Collection: Survey Overview16m
Descriptive Data Collection: Net Promoter Score and Self-Reports11m
Descriptive Data Collection: Survey Design16m
Passive Data Collection4m
Media Planning8m
Causal Data Collection and Summary8m
2 readings
Descriptive Analytics Slides10m
Additional Readings: Descriptive Analytics10m
1 practice exercise
Descriptive Analytics Quiz20m
2 hours to complete

Predictive Analytics

10 videos (Total 79 min), 4 readings, 1 quiz
10 videos
Asking Predictive Questions3m
Regression Analysis, Part 1: The Demand Curve5m
Regression Analysis, Part 2: Making Predictions5m
Beyond Period 210m
Making Predictions Using a Data Set8m
Data Set Predictions: Mary, Sharmila, or Chris?10m
Probability Models10m
Implementation of the Model16m
Results and Predictions5m
4 readings
Reading: Customer Lifetime Value10m
Predictive Analytics and Regression Analysis Slides10m
Implementation of the Model Spreadsheet10m
Additional Readings: Predictive Analytics10m
1 practice exercise
Predictive Analytics Quiz20m
1 hour to complete

Prescriptive Analytics

7 videos (Total 42 min), 1 reading, 1 quiz
7 videos
What is Prescriptive Analytics?4m
Using the Data to Maximize Revenue6m
Parameters of the Model10m
Market Structure9m
Competition and Online Advertising Models5m
1 reading
Prescriptive Analytics Slides10m
1 practice exercise
Prescriptive Analytics Quiz20m
1506 ReviewsChevron Right


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Top reviews from Customer Analytics

By NDJan 31st 2019

Though I have worked on Customer Analytics with my previous work experiences and also on Surveys etc at George Brown College Canada, this module was more than insightful. Lots of learning to learn eh!

By AVSep 11th 2016

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.



Eric Bradlow

Professor of Marketing, Statistics, and Education, Chairperson, Wharton Marketing Department, Vice Dean and Director, Wharton Doctoral Program, Co-Director, Wharton Customer Analytics Initiative
The Wharton School

Peter Fader

Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School

Raghu Iyengar

Associate Professor of Marketing
The Wharton School

Ron Berman

Assistant Professor of Marketing
The Wharton School

About University of Pennsylvania

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. ...

About the Business Analytics Specialization

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....
Business Analytics

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

More questions? Visit the Learner Help Center.