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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-analytics-customers
课程评论：没有评论
课程名称：营销分析：了解你的客户 概述：本课程强调营销分析在组织战略中的重要性，旨在帮助学员更好地服务客户。通过视频讲座、测验、讨论提示、行业访谈和书面评估等结构化学习活动，本课程教授如何衡量客户价值及其最大化的方法。面对技术快速发展带来的强大数据和分析能力，企业在客户旅程中的多个接触点使得衡量效果变得日益困难。学员将理解传统和数字营销指标及其回答的问题，同时掌握如何实现客户的单一整合视图。通过行为和预测分析的实践，学员将学习如何通过合适的渠道在合适的时间向客户提供合适的产品。 大纲： 1. 客户价值的重要性：从产品中心模型转向客户中心模型，学习如何评估客户的真正价值。 2. 客户数据的类型：了解收集客户数据的重要性，并平衡数据的易获取性与相关性，评估不同类型数据的实用价值。 3. 客户数据分析工具：探索适合大型和小型企业的云基础、软件即服务（SAAS）工具，确定最相关的分析工具。 4. 结合工具以获取有意义的洞察：学习如何将不同类型的数据结合起来，创建客户的有意义画面，满足客户需求。 5. 利用客户数据驱动战略：如何将对客户的深刻理解转化为创新策略，以弥补客户的现状与理想自我之间的差距，驱动业务增长。 6. 使用数字和社交营销提升客户价值：聚焦如何利用数字媒体优化客户价值，避免传统的中断营销方式，适应客户的在线行为。 通过本课程，学员将获得实用的技能和知识，以便在营销决策中更好地运用数据驱动的方法。
Name:The primacy of customer value
Description:You know how much of your product/service you’re selling (hopefully), but do you understand how each customer fits into the mix? Businesses need to move from a product-centric model to a customer-centric model as changes in society and technology place more power in the customer’s hands. This week you will learn about the importance of valuing your customers – and how to uncover that value.
Name:Types of customer data
Description: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.
Name:Tools for analysing customer data
Description: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.
Name:Combining tools for meaningful insight
Description: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.
Name: Using customer data to drive strategy
Description: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.
Name:Using digital and social marketing to improve customer value
Description: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.
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.
