Graduate Certificate in Customer Analytics

The key goal of any organisation is to earn and/or increase revenue without sacrificing profitability. The Marketing function plays a critical role in achieving this. This means applying customer specific data-driven strategies and today, marketers are incorporating such strategies across all stages of decision making namely planning, execution, and monitoring. This certificate aims to equip the learners with the skills to manage data and provide analytics solutions for customer relationship management and monitor campaigns effectively for business goals. It enables participants to measure short-term objectives, long term strategies, and optimum return on marketing investments. The course will cover the following elements: CRM concepts, Customer Life Cycle Management principles, concepts of multivariate analysis like dimension reduction, cluster analysis, profiling, Propensity models, Attrition/churn Models, RFM Analysis, Customer Lifetime Value calculation, Campaign Management principles and Marketing Mix Modelling. The certificate will equip the participants to deploy insights from data to pick the right consumer, with the right channel and design the right message. Successful completion of the certificate will provide customer analytics, marketing insights, and data scientist roles which specialising in customer management.