Customer analyticsLaajuus (5 cr)

Objective

You are able to identify and interpret customer related key performance indicators (KPIs).

You are able to use data driven approach to design marketing mix elements.

You are able to create customer portfolio specific relationship strategies.

You are able to relate overall business performance to customer analytics.

You are able to use basic tools to collect and analyze customer data.

Content

How to identify valuable customers through various KPIs?

How to adapt the marketing mix elements to add value to the customer?

How to create appropriate retention strategies according to customer portfolios?

How is the overall performance of the business related to customer measures?

How to use available customer analytics software programs in practice?

Evaluation

Students can

b. evaluate information sources critically.

c. work as team members in working life expert duties and identify and describe the problems of the professional field.

e. choose appropriate models, methods, software and techniques according to the purpose and justify these choices.

f. promote teams’ goal-oriented operation.