Customer analyticsLaajuus (5 cr)

Objective

You are able to identify and interpret customer-related key performance indicators (KPIs).
You can use a data-driven approach to design marketing mix elements.
You are able to create customer portfolio-specific relationship strategies.
You can relate overall business performance to customer analytics.
You are able to use basic tools to collect and analyse 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 a business related to customer measures?
How to use available customer analytics software programs in practice?

Evaluation

Students can
a. use vocabulary and concepts extensively and proficiently in managing customer relationships
b. collect customer related information from various sources and analyse them in a critical way
c. creatively identify and independently and innovatively solve research problems of the professional field
e. assess and develop models, methods, software and techniques