Operations and Customer Analytics

This course aims to develop proficiency in using industry-standard analytical tools and techniques to operationalise customer-focused data, enabling better business decision-making and greater value creation. It begins with core topics, including customer segmentation through clustering, customer demand forecasting, and ethical, privacy, and managerial considerations in customer data analysis. Building on these foundations, the course explores customer value maximisation through lifetime value analysis, classification, and sentiment analysis, using both supervised and unsupervised machine learning methods. In the final module, students apply customer analytics to digital platforms, incorporating A/B testing and real-time data analysis to optimise e-commerce performance. By integrating analytical concepts with hands-on experience, the course enables students to drive data-informed decision-making that effectively improves customer engagement and organisational efficiency.