Developing Insights from the Online Customer Journey University of Melbourne

Overview

What you will learn

A data-informed understanding of online user behaviour allows brands to consistently meet the needs of their customers, improve products, and increase sales, as presented in this Developing Insights from the Online Customer Journey course offered by University of Melbourne

Relevance to your job and industry

• This 100% online micro-credential will equip you with essential skills to map and improve your customer's online journeys. Learn to use automated text analysis techniques to identify, track, and measure key metrics generated from user behaviour and pull actionable insights that will shape your organisation's future strategies.

• By the end of this course, you'll also have in-depth knowledge of powerful sentiment analysis tools, empowering you with a customer-centric understanding of consumer psychology that will allow you to optimise your marketing to rapidly improve your products and services.

Learning outcome

By the end of this micro-credential, you'll have a deeper understanding of online customer journeys. You'll be able to:

• Design the connections between digital metrics, analytics, marketing actions, and performance of the firm.
• Apply automated text analysis techniques to user-generated and new secondary data such as online product reviews, tweets and blog posts in order to summarise and develop insights into consumer attitudes and sentiment.
• Apply the concepts of customer lifetime value and shapely value as key performance indicators of customer retention and marketing attribution in a digital marketing context.