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Know Your Customers - GMBA824

Customers should be at the centre of every business. Marketing analytics helps organisations to understand and serve customers well. In this unit, you will explore what to measure and how to measure it in order to maximise customer value. Advancements in technology mean that powerful data and analytics can be gathered to fuel 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 examining how to achieve a single integrated view of the customer. You will experiment with behaviour and predictive analytics in order to develop marketing that delivers customers the right product via the right channel at the right time.

Credit Points: 2
When Offered:

Term 6 Online - Coursera Term 6

Staff Contact(s): Associate Professor Lan Snell

Admission to GMBA Prerequisite Information


Unit Designation(s):


Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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