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所在平台: Udemy |
课程主页: https://www.udemy.com/course/customer-intelligence-and-analytics-for-omni-channel/
课程评论：没有评论
课程名称：全渠道客户智能与分析 课程概述：随着市场营销部门向更加以客户为中心的方式发展，营销的组织结构已从单纯关注品牌、产品或渠道转向更加强调客户关系管理的角色。营销人员已经认识到塑造客户互动和为客户创造价值的重要性和必要性。为了应对这一挑战，营销人员需要更好地理解客户的互动。本课程旨在帮助市场营销、客户关系管理、销售和分析专业人士发展在以客户为中心的数字时代所需的现有和转型技能与能力。 本课程采用战略智能框架，将客户洞察、高级分析、人工智能、情景规划、数字及社交媒体、商业智能和实验等能力整合在一起，以推动更加相关的全渠道客户体验。该课程不仅提供了关于构建企业数字和分析神经系统的详细讨论，着重于人员、流程和技术的整体理解，以构建数据驱动的客户智能功能。课程讨论了各类分析、数据科学、人工智能和市场技术（Martech）从管理/用户和消费者的角度，但并非专注于这些学科的计算数学或统计方法，也不是编程课程。 课程目标是帮助营销人员、分析师和高管建立跨学科的技能，使他们能够连接信息，成为更强大的实践者。
Marketing departments have moved to a more customer-centric way of engaging customers. The organization of the marketing department has shifted from purely a brand, product or channel focus to a stronger role of being the faithful steward of the customer relationship. Marketers have finally recognized the importance and power of shaping customer interactions and the necessity of creating value for their customers. To meet this challenge, marketers require a better understanding of customer interactions. This applied course helps the marketing, CRM, Sales and Analytics professional develop existing and transformational skills and competencies needed to compete in a more customer-centric digital age. A strategic intelligence framework will link competencies in customer insights, advanced analytics, artificial intelligence, scenario planning, digital and social media, business intelligence and experimentation together to drive a more relevant Omni-Channel experience for the customer. This is a strategy course with a detailed discussion of the "how-to" and execution elements of setting up a digital and analytics nervous system for a firm but emphasizes an overall understanding of the people, processes, and technologies required to build a data-driven customer intelligence function. The course discusses the types of analytics, data science, AI, and Martech from a managerial/user and consumer perspective but is not a computational math or statistical methods course or a programming course in these disciplines. The goal is to help marketers, analysts and executives build multi-disciplinary skills, allowing them to connect the dots and be stronger practitioners overall.
