Course overview
This course aims to cultivate proficiency in using industry-standard analytical tools and techniques to optimise operational processes through data-driven insights, strategically enhancing customer experiences and organisational efficiency. It builds upon the concepts of operationalising customer data, covering emerging areas such as segmentation, new product forecasting, cohort analysis, customer lifetime value analysis, customer digital data analysis, and artificial intelligence-driven customer analytics. This comprehensive approach equips students with the skills necessary to engage customers and improve organisational efficiency effectively.
Course learning outcomes
- Operationalise analytical techniques to analyse customer data from multiple channels
- Utilise customer data and operationalise it for business decision-making
- Evaluate and enhance firm performance through the effective operationalisation of customer data