BUSANA 7002 - Customer Analytics

This course will cover a broad range of topics that will equip students to solve some of the most common customer analytics problems, such as customer segmentation, understanding customer retention and customer lifetime value analysis. A large part of the course will be dedicated to digital marketing analytics, which is becoming increasingly crucial given the rapid digitalisation of the marketplace. Students will learn about digital marketing pipelines and the business intelligence tools that support modern reporting practices (with an emphasis on Google Data Studio). Students will also learn how to analyse paid and organic digital marketing channels, design and analyse A/B tests, and perform sentiment analysis on social media data to understand what content resonates with customers the most.