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Ray Welling
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/ze08xq/marketing
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What's inside
Syllabus
The primacy of customer value
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.
Read more
Syllabus
The primacy of customer value
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Examines business models that put customers first
Provides a comprehensive study of customer data analytics
Covers the integration of online and offline customer data
Presented by recognized industry experts
Uses industry-standard tools and software
May require students to purchase additional tools
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Create your own learning path.
Save this course to your list so you can find it easily later.
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Reviews summary
Marketing analytics: customer-centric insights
According to students, this course offers a solid foundation in marketing analytics, emphasizing a customer-centric approach. Learners particularly praise its ability to distill complex concepts into digestible information, making it accessible for those new to the field or looking to refresh their understanding. Many found the content on traditional and digital marketing metrics and how to measure customer value highly relevant and immediately applicable. While providing valuable theoretical frameworks and strategic insights, some learners noted a desire for more hands-on application or deeper dives into specific technical tools, suggesting it's strong as a conceptual overview.
Best for beginners or those seeking a strategic overview.
"As someone experienced in marketing, I found some sections a bit basic, though the strategic overview was still valuable."
"This course is perfect for marketing professionals looking to bridge the gap into analytics without needing deep technical skills."
"For a true beginner, this provides an excellent entry point into marketing analytics concepts without overwhelming detail."
Strong theoretical base, but some desire more hands-on tools.
"While excellent for strategic thinking, I wished there were more labs or practical exercises using specific analytics software."
"The course is great for understanding the 'what' and 'why' but leaves me wanting more of the 'how' with actual tools."
"I found the framework for combining data very insightful, though a deeper dive into data manipulation would have been beneficial."
Content remains relevant, though rapid tech changes noted.
"The concepts taught are timeless and highly relevant to today's marketing landscape, even with changing technologies."
"I appreciated the focus on underlying principles rather than just specific software, which helps the content stay fresh."
"Some areas on digital tools could use minor updates, but the core methodologies are still spot on for knowing your customers."
Complex topics are explained clearly and effectively.
"The instructor explained difficult concepts in a very clear and understandable way, which made the course enjoyable."
"I was impressed by how well the course broke down complex ideas like predictive analytics into easy-to-grasp modules."
"The video lectures were concise and to the point, avoiding jargon where possible and ensuring I followed along easily."
Offers insights directly applicable to real-world marketing.
"The course provided practical tools and strategies that I could immediately apply to my work in understanding customer behavior."
"I appreciated how the concepts were linked to real business scenarios, making the learning highly relevant and actionable."
"Many of the discussions on digital and traditional metrics gave me actionable insights to improve our campaigns."
Provides a strong base in marketing analytics concepts.
"This course laid a very solid foundation for understanding marketing analytics and shifting to a customer-centric mindset."
"I found the material very useful for grasping the basics of customer value and data types, even as a beginner in the field."
"It really helped me understand what to measure and why, which is crucial for any marketing professional starting out."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Marketing analytics: Know your customers with these
activities:
Brush up on your marketing basics
Show steps
Recall the core principles of marketing to strengthen your foundation for this course.
Show steps
-
Review your notes or textbooks from previous marketing courses
-
Read articles or blog posts on marketing basics
-
Complete practice quizzes or exercises on marketing concepts
Read 'Measuring the Value of Your Customers' by Len Berry
Show steps
Gain insights into the importance of customer value and how to measure it effectively.
View
The Value Profit Chain
on Amazon
Show steps
-
Read Chapter 1: The Importance of Customer Value
-
Read Chapter 2: Measuring Customer Value
-
Complete the exercises at the end of each chapter
Explore online tutorials on digital marketing channels
Show steps
Expand your knowledge of digital marketing channels and effective strategies for reaching customers online.
Show steps
-
Identify the digital marketing channels relevant to your business
-
Find reputable online tutorials or courses on these channels
-
Follow the tutorials and complete any exercises or assignments
Six other activities
Expand to see all activities and additional details
Show all nine activities
Develop a customer value proposition for your own business or a hypothetical one
Show steps
Apply the concepts of customer value to create a compelling value proposition that resonates with customers.
Show steps
-
Identify your target customers and their needs
-
Define the unique benefits and value you offer
-
Create a clear and concise statement that communicates your value proposition
Join a study group or online forum to discuss marketing analytics concepts
Show steps
Engage with other learners to clarify concepts, share insights, and gain diverse perspectives.
Show steps
-
Join a study group or online forum related to marketing analytics
-
Participate in discussions, ask questions, and share your own understanding
-
Collaborate on projects or assignments with other group members
Analyze marketing metrics using Google Analytics or a similar tool
Show steps
Gain hands-on experience in analyzing marketing data to understand customer behavior and campaign effectiveness.
Show steps
-
Set up Google Analytics or a similar tool for your website or business
-
Monitor key metrics such as website traffic, conversion rates, and customer engagement
-
Analyze data to identify trends, patterns, and areas for improvement
Attend a workshop on data analytics for marketing
Show steps
Gain practical skills and insights from industry experts in data analytics and its application to marketing.
Show steps
-
Identify and register for a relevant workshop
-
Attend the workshop and actively engage with the content
-
Apply the techniques and knowledge gained to your own marketing efforts
Develop a marketing plan for a new product or service launch
Show steps
Synthesize the concepts learned in the course to create a comprehensive marketing plan for a real-world scenario.
Show steps
-
Define the target market and their needs
-
Conduct market research to identify opportunities and threats
-
Develop marketing strategies and tactics for each stage of the customer journey
-
Create a detailed marketing budget and timeline
Offer mentorship to junior marketers or students
Show steps
Deepen your understanding by sharing your knowledge and experience with others, solidifying your own learning.
Show steps
-
Identify opportunities to mentor junior marketers or students
-
Provide guidance and support on marketing concepts and practices
-
Facilitate discussions and provide feedback to help mentees develop their skills
Brush up on your marketing basics
Show steps
Recall the core principles of marketing to strengthen your foundation for this course.
Show steps
Show steps
Show steps
- Review your notes or textbooks from previous marketing courses
- Read articles or blog posts on marketing basics
- Complete practice quizzes or exercises on marketing concepts
Read 'Measuring the Value of Your Customers' by Len Berry
Show steps
Gain insights into the importance of customer value and how to measure it effectively.
View
The Value Profit Chain
on Amazon
Show steps
Show steps
Show steps
- Read Chapter 1: The Importance of Customer Value
- Read Chapter 2: Measuring Customer Value
- Complete the exercises at the end of each chapter
Explore online tutorials on digital marketing channels
Show steps
Expand your knowledge of digital marketing channels and effective strategies for reaching customers online.
Show steps
Show steps
Show steps
- Identify the digital marketing channels relevant to your business
- Find reputable online tutorials or courses on these channels
- Follow the tutorials and complete any exercises or assignments
Six other activities
Expand to see all activities and additional details
Show all nine activities
Develop a customer value proposition for your own business or a hypothetical one
Show steps
Apply the concepts of customer value to create a compelling value proposition that resonates with customers.
Show steps
Show steps
Show steps
- Identify your target customers and their needs
- Define the unique benefits and value you offer
- Create a clear and concise statement that communicates your value proposition
Join a study group or online forum to discuss marketing analytics concepts
Show steps
Engage with other learners to clarify concepts, share insights, and gain diverse perspectives.
Show steps
Show steps
Show steps
- Join a study group or online forum related to marketing analytics
- Participate in discussions, ask questions, and share your own understanding
- Collaborate on projects or assignments with other group members
Analyze marketing metrics using Google Analytics or a similar tool
Show steps
Gain hands-on experience in analyzing marketing data to understand customer behavior and campaign effectiveness.
Show steps
Show steps
Show steps
- Set up Google Analytics or a similar tool for your website or business
- Monitor key metrics such as website traffic, conversion rates, and customer engagement
- Analyze data to identify trends, patterns, and areas for improvement
Attend a workshop on data analytics for marketing
Show steps
Gain practical skills and insights from industry experts in data analytics and its application to marketing.
Show steps
Show steps
Show steps
- Identify and register for a relevant workshop
- Attend the workshop and actively engage with the content
- Apply the techniques and knowledge gained to your own marketing efforts
Develop a marketing plan for a new product or service launch
Show steps
Synthesize the concepts learned in the course to create a comprehensive marketing plan for a real-world scenario.
Show steps
Show steps
Show steps
- Define the target market and their needs
- Conduct market research to identify opportunities and threats
- Develop marketing strategies and tactics for each stage of the customer journey
- Create a detailed marketing budget and timeline
Offer mentorship to junior marketers or students
Show steps
Deepen your understanding by sharing your knowledge and experience with others, solidifying your own learning.
Show steps
Show steps
Show steps
- Identify opportunities to mentor junior marketers or students
- Provide guidance and support on marketing concepts and practices
- Facilitate discussions and provide feedback to help mentees develop their skills
Career center
Learners who complete Marketing analytics: Know your customers will develop knowledge and skills
that may be useful to these careers:
Marketing Analyst
Marketing Analyst
A Marketing Analyst can work in a variety of industries and at companies of all sizes. The common thread is that they help companies with marketing decisions. This course will be particularly helpful for those who wish to join or advance in this field, as it will help build a foundation in the field of marketing analytics, which is the core component of this course.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for developing and executing marketing campaigns. They work with a variety of teams across the organization, including product development, sales, and customer service. A Marketing Manager who takes this course will be better equipped to make data-driven decisions that improve customer value.
Product Manager
Product Manager
Product Managers are responsible for the development and launch of new products. They work with a variety of stakeholders, including engineers, designers, and marketers. A Product Manager who takes this course will be better able to understand the needs of customers and develop products that meet those needs.
Customer Success Manager
Customer Success Manager
Customer Success Managers are responsible for ensuring that customers are successful with a company's products or services. They work with customers to identify their needs and develop solutions. A Customer Success Manager who takes this course will be better able to understand the customer journey and develop strategies to improve customer retention.
Data Analyst
Data Analyst
Data Analysts collect, analyze, and interpret data to help businesses make better decisions. They work with a variety of data sources, including customer data, financial data, and social media data. A Data Analyst who takes this course will be better able to use marketing analytics to improve customer value.
Market Researcher
Market Researcher
Market Researchers conduct research to understand the needs of customers. They use a variety of methods, including surveys, interviews, and focus groups. A Market Researcher who takes this course will be better able to develop effective marketing campaigns that target the right customers.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. They work with sales representatives to develop and execute sales strategies. A Sales Manager who takes this course will be better able to use marketing analytics to improve sales performance.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for developing and executing social media campaigns. They work with a variety of platforms, including Facebook, Twitter, and Instagram. A Social Media Manager who takes this course will be better able to use marketing analytics to measure the effectiveness of social media campaigns.
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers are responsible for developing and executing content marketing campaigns. They work with a variety of content types, including blog posts, articles, and videos. A Content Marketing Manager who takes this course will be better able to use marketing analytics to measure the effectiveness of content marketing campaigns.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers are responsible for developing and executing digital marketing campaigns. They work with a variety of digital channels, including search engine optimization (SEO), pay-per-click (PPC), and social media. A Digital Marketing Manager who takes this course will be better able to use marketing analytics to measure the effectiveness of digital marketing campaigns.
eCommerce Manager
eCommerce Manager
Ecommerce Managers are responsible for developing and executing ecommerce strategies. They work with a variety of teams, including marketing, sales, and customer service. An Ecommerce Manager who takes this course will be better able to use marketing analytics to improve the customer experience and increase sales.
Customer Relationship Manager (CRM)
Customer Relationship Manager (CRM)
Customer Relationship Managers (CRMs) are responsible for managing relationships with customers. They work with customers to identify their needs and develop solutions. A CRM who takes this course will be better able to use marketing analytics to improve customer retention.
Business Analyst
Business Analyst
Business Analysts work with businesses to identify and solve problems. They use a variety of tools and techniques, including data analysis and process mapping. A Business Analyst who takes this course will be better able to use marketing analytics to improve business performance.
Management Consultant
Management Consultant
Management Consultants work with businesses to improve their performance. They use a variety of tools and techniques, including data analysis and process mapping. A Management Consultant who takes this course will be better able to use marketing analytics to help businesses make better decisions.
Marketing Professor
Marketing Professor
Marketing Professors teach marketing at universities and colleges. They conduct research and publish articles in academic journals. A Marketing Professor who takes this course will be better able to teach marketing analytics to students.
For more career information including salaries, visit:
OpenCourser.com/course/ze08xq/marketing
Reading list
We've selected six books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Marketing analytics: Know your customers.
Save
Provides a comprehensive overview of marketing analytics, including how to use data to improve marketing decision-making. It valuable resource for anyone who wants to learn how to use data to drive marketing success.
Explores the use of digital data to measure and evaluate marketing campaigns, including social media, search engine optimization (SEO), and email marketing.
Provides a comprehensive overview of social media marketing, including how to use social media to reach and engage customers. It valuable resource for anyone who wants to learn how to use social media to drive marketing success.
Provides a foundational understanding of customer relationship management (CRM), covering topics such as customer segmentation, data management, and customer service.
Save
Discusses data-driven decision-making across industries, providing insights from case studies on how businesses have used data to gain a competitive advantage.
Introduces data science concepts and techniques, serving as a good starting point for those who want to delve deeper into the technical aspects of data analysis and machine learning.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/ze08xq/marketing
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Rating
4.7
Effort
Approx. 20 hours
Level
Introductory
Via
Coursera
Institution
Macquarie University
Instructor
Ray Welling
Language
English
Transcripts
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This course belongs to a
collection
called
Analysing: Numeric and digital literacies. It's comprised of four courses:
- Corporate finance: Know your numbers 2
- Marketing analytics: Know your customers (viewing)
- Business intelligence and data analytics: Generate insights
- Management and financial accounting: Know your numbers 1
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