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Regular version of the site

Customer Analytics

2018/2019
Academic Year
ENG
Instruction in English
5
ECTS credits
Delivered at:
eLearning Office
Course type:
Elective course
When:
1 year, 4 module

Course Syllabus

Abstract

Data about our browsing and buying patterns are everywhere. From credit card transactions and online shopping carts, to customer loyalty programs and user-generated ratings/reviews, there is a staggering amount of data that can be used to describe our past buying behaviors, predict future ones, and prescribe new ways to influence future purchasing decisions.Blended format, based on https://www.coursera.org/learn/wharton-customer-analytics
Learning Objectives

Learning Objectives

  • This course provides an overview of the field of analytics so that you can make informed business decisions. It is an introduction to the theory of customer analytics, and is not intended to prepare learners to perform customer analytics.
Expected Learning Outcomes

Expected Learning Outcomes

  • - Describe the major methods of customer data collection used by companies and understand how this data can inform business decisions
  • - Describe the main tools used to predict customer behavior and identify the appropriate uses for each tool
  • - Communicate key ideas about customer analytics and how the field informs business decisions
  • - Communicate the history of customer analytics and latest best practices at top firms
Course Contents

Course Contents

  • - Introduction to Customer Analytics
  • - Descriptive Analytics
  • - Predictive Analytics
  • - Prescriptive Analytics
Assessment Elements

Assessment Elements

  • non-blocking online course results
  • non-blocking in-class examination results
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.4 * in-class examination results + 0.6 * online course results
Bibliography

Bibliography

Recommended Core Bibliography

  • Cross Cultural Issues in Consumer Science and Consumer Psychology:: Current Perspectives and Future Directions. (2017). Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.research.vu.nl.publications.964b88b2.0202.479c.958a.434221770d1a
  • Influence of Socio-Economic and Psychosocial Determinants on Fruit and Vegetables : Consumer Behavior in a Changing World: Food, Culture and Society. (2015). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsnar&AN=edsnar.oai.library.wur.nl.wurpubs.496862

Recommended Additional Bibliography

  • Mauro Cavallone. (2017). Marketing and Customer Loyalty. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.isiams.978.3.319.51991.3