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. In this course, four of Wharton’s top marketing professors will provide an overview of key areas of customer analytics: descriptive analytics, predictive analytics, prescriptive analytics, and their application to real-world business practices including Amazon, Google, and Starbucks to name a few. 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.
Eric BradlowProfessor of Marketing, Statistics, and Education, Chairperson, Wharton Marketing Department, Vice Dean and Director, Wharton Doctoral Program, Co-Director, Wharton Customer Analytics Initiative
Peter FaderProfessor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
- 5 stars67.82%
- 4 stars24.63%
- 3 stars5.60%
- 2 stars1.20%
- 1 star0.72%
Fantastic course. The instructors were great, the real world examples were very interesting, and the course materials were relevant to the daily tasks I face as a Data & Customer Insights Analyst.
The course is very good. I have learned a lot from the course. A lot of interesting topics and help me to under the marketing. I will for sure continue learning more courses from this specialization.
The material was interesting, current and communicated clearly. However, i did feel that some of the quiz questions were poorly phrased which created confusion. Would certainly recommend it to others.
This course includes a comprehensive overview of the all the basic models that are used to analyze data concerning customer behavior. The real-life examples made it easier to relate to those theories.