Marketing analytics: Know your customers

Is your company's strategy centered on your customers? Understanding marketing analytics is essential to serve your customers well. This course will help you understand how to maximize customer value through structured learning activities such as video lectures, written assessments, industry interviews, and quizzes. The rapid advancements in technology have allowed for more accurate data and analytics to inform marketing decisions. It is becoming increasingly difficult to measure effectiveness due to multiple touchpoints throughout the customer journey. You will learn about traditional and digital marketing metrics, what they answer, and how to create a single view of the customer. To develop the best marketing, you will experiment with predictive and behaviour analytics.