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所在平台: Udemy |
课程主页: https://www.udemy.com/course/crm-and-marketing-analytics-from-data-to-strategy/
课程评论：没有评论
课程名称：客户关系管理与营销分析：从数据到策略 课程概述： 在竞争激烈的营销环境中，数据驱动的策略变得愈发重要。本课程旨在帮助营销人员、分析师和商业专业人士学习如何有效地将数据分析应用于客户关系管理（CRM）和营销策略。通过本课程，学生将全面理解如何利用分析来提升客户留存率、衡量营销效果以及优化营销活动。无论是希望做出更明智决策、改善客户忠诚度，还是推动增长，本课程将提供所需的工具和技术。 课程结构： 第一部分：CRM和营销分析简介 本部分为CRM和营销分析奠定基础。学生将探讨客户关系管理（CRM）的概念，以及数据分析在营销决策中的关键作用。课程的第一讲介绍了CRM和营销分析，帮助学生理解数据在现代营销实践中的重要性，以建立和维持强大的客户关系。 第二部分：营销分析入门 在这一部分，学生将更深入地接触营销分析的世界。课程内容从探索营销问题和客户联系与营销框架（CCMF）开始，提供有关真实营销数据以及数据分析如何影响决策的见解。学生随后将理解日志线性数据及其在营销背景中的数据分析技术。本部分还介绍数据集分析（DSA），用于提取初步的营销洞察，并讨论如何解读总结输出以得出可操作的营销启示。通过实际示例，学生将应用如Logit模型等模型来估计二元留存决策和计算效用，从而更好地理解客户行为。关键主题包括： - CCMF与营销问题 - 真实营销数据的分析 - 理解和应用日志线性数据 - 估计二元logit模型以进行留存和目标营销 - 营销启示及如何利用数据优化策略 结论： 本课程为CRM和营销分析提供了坚实的基础，结合实际应用，帮助学生掌握利用数据优化营销策略的工具。从探索客户行为模型（如logit模型）到分析真实营销数据，学生将具备提升客户关系、改善留存率以及做出明智决策所需的技能。
Course Introduction:In the competitive world of marketing, data-driven strategies are more important than ever. This CRM and Marketing Analytics course is designed for marketers, analysts, and business professionals who want to learn how to effectively apply data analytics to customer relationship management (CRM) and marketing strategies. Through this course, students will gain a comprehensive understanding of how to use analytics to enhance customer retention, measure marketing effectiveness, and optimize marketing campaigns. Whether you're looking to make more informed decisions, improve customer loyalty, or drive growth, this course will provide you with the necessary tools and techniques.Section-wise Write-up:Section 1: Introduction to CRM and Marketing AnalyticsThe course begins with a foundational overview of CRM and marketing analytics. Students will explore the concept of customer relationship management (CRM) and how data analytics plays a critical role in shaping marketing decisions. The first lecture introduces CRM and marketing analytics, setting the stage for understanding the importance of data in modern marketing practices. This section is designed to help students grasp key concepts and the relevance of analytics in building and maintaining strong customer relationships.Section 2: Getting Started with Marketing AnalyticsIn this section, students will dive deeper into the world of marketing analytics. It begins with exploring marketing problems and Customer Contact and Marketing Framework (CCMF), providing insight into real marketing data and how decision-making is influenced by data analysis. Students will then move on to understand log-linear data and data analysis techniques used in marketing contexts.The section also introduces DSA (Data Set Analysis) for extracting initial marketing insights and discusses how to interpret summary outputs to derive actionable marketing implications. The lectures will explore key marketing questions, including how to target customers and predict marketing outcomes. Through practical examples, students will apply models such as the Logit Model to estimate binary retention decisions and calculate utility, leading to a better understanding of customer behavior.Key topics covered include:CCMF and marketing problemsReal marketing data and how to analyze itUnderstanding and applying log-linear dataEstimating binary logit models for retention and targetingMarketing implications and how to optimize strategies using dataConclusion:This course provides a solid foundation in CRM and marketing analytics, with practical applications designed to give students the tools to optimize their marketing strategies using data. From exploring customer behavior models like the logit model to analyzing real marketing data, students will leave with the skills needed to enhance customer relationships, improve retention, and make informed decisions.
