Introduction to Customer Analytics-Introduction to Customer Analytics
Course Introduction and Overview
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Overview of the Business Analytics Specialization
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Descriptive Analytics-Descriptive Analytics
What is Descriptive Analytics?
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Descriptive Data Collection: Survey Overview
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Descriptive Data Collection: Net Promoter Score and Self-Reports
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Descriptive Data Collection: Survey Design
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Passive Data Collection
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Media Planning
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Causal Data Collection and Summary
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Descriptive Analytics Slides
Additional Readings: Descriptive Analytics
Predictive Analytics-Predictive Analytics
Introduction to Predictive Analytics
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Asking Predictive Questions
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Regression Analysis, Part 1
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Regression Analysis, Part 2
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Beyond Period 2
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Making Predictions Using a Data Set
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Data Set Predictions: Mary, Sharmila, or Chris?
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Probability Models
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Implementation of the Model
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Results and Predictions
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Reading: Customer Lifetime Value
Predictive Analytics and Regression Analysis Slides
Implementation of the Model Spreadsheet
Additional Readings: Predictive Analytics
Predictive Analytics-(Optional) Predictive Analytics Additional Content
Zodiac Story
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Model Extensions
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Surprising Applications
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Machine Learning
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Customer-Based Corporate Valuation (CBCV)
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CBCV Case Study: Farfetch
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Lecture Slides
Prescriptive Analytics-Prescriptive Analytics
Introduction
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What is Prescriptive Analytics?
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Using the Data to Maximize Revenue
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Parameters of the Model
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Market Structure
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Competition and Online Advertising Models
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Conclusion(s)
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Prescriptive Analytics Slides
Application/Case Studies-Applications and Case Studies
Introduction to Application to Analytics
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The Future of Marketing is Business Analytics
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The Golden Age of Marketing
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Applications: ROI
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Radically New Data Sets in Marketing
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The Perils of Efficiency
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Analytics Applied: Kohl's, NetFlix, AmEx and more
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Conclusion
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Application/Case Study Slides
Additional Reading: the Power of Data