麻豆原创

Gain statistical modeling techniques to extract insights from customer data for informed business growth decisions.

In our ever-changing digital world, customer interactions with brands across multiple touchpoints leave trails of valuable digital data.

Analysing this data helps us understand complex decision journeys taken by consumers and helps organisations improve their customer conversion rates.

This online micro-credential will equip you with essential tools and skills to generate insights about customer behaviour through quantitative modelling processes and data analytics so you can focus your efforts on reaching your key target markets.

Taught by leading experts in business analytics, this six-week course is ideal for professionals in the marketing industry, including marketing performance specialists, insights analysts, and data analysts.

Explore the fundamentals of data analytics

Gain essential modelling skills to analyse, interpret, and predict the impact marketing decisions will have on your future business strategies. Discover how to implement time series models to accurately measure and predict consumer behaviour with your products and services over time.

Learn to employ modelling approaches to aggregate, analyse, and interpret customer behaviour

Be guided in how to leverage marketing mix modelling techniques to assess your organisation's key business drivers. Learn how to aggregate, analyse, and interpret customer datasets using appropriate statistical modelling to gain insights on customer behaviour so you can plan better marketing mix and optimise your marketing budget.

Develop and utilise time series models for precise future forecasting

Focus on the application of time series models to forecast the future based on historical temporal customer data to enable better planning and objective assessment of the effectiveness of your marketing campaigns.

Skills and learning outcomes

by the end of this course, you'll have a deeper understanding of statistical modelling in digital marketing.

You'll be able to:

Apply time series models to analyse the behaviour and responses of consumers to marketing actions over time.
Predict the impact of marketing actions on customer behaviour using count, choice and multi-level models.
Use statistical marketing mix analysis techniques to model the impact of alternative marketing mix combinations on sales and customer behaviour.