Customer Behaviour: Statistical Analysis, Insight and Prediction is ideal for a range of professionals employed in marketing and customer experience, including marketing specialists, market researchers, insights analysts, digital analytics specialists, product managers, and UX designers.

It is recommended that learners commencing this micro-credential are familiar with qualities and characteristics of data, have worked with datasets, and have basic-to-intermediate data analysis skills.

Customer Behaviour: Statistical Analysis, Insight, and Prediction builds on the skills and learning objectives introduced in Developing Insights from the Online Customer Journey and Comparative Analysis of Customer Data.

This 100% online micro-credential will give you a stronger understanding of regression analytics in the context of marketing mix modelling.

Learn to evaluate different types of customer data across a range of touchpoints connected to your brand. Understand how data points interact and pinpoint the most significant trends in your customer's path to purchase.

Complete this course and use regression analysis techniques in your organisation to predict and boost future sales, enhance your marketing campaigns, and gain greater oversight of your budgeting and forecasting.

by the end of this course, you'll have a deeper understanding of statistical modelling in digital marketing.

You'll be able to:

• Apply time series models to analyse the behaviour and responses of consumers to marketing actions over time.
• Predict the impact of marketing actions on customer behaviour using count, choice and multi-level models.
• Use statistical marketing mix analysis techniques to model the impact of alternative marketing mix combinations on sales and customer behaviour.

This micro-credentials runs over 6 weeks.

Your total time commitment will be approximately 42 hours, which includes:

• 9 hours directed learning, including webinars and workshops
• 13 hours independent study
• 20 hours assessment tasks.

Assessment:

• Short PowerPoint presentation: Case study data analysis (40%)
• 750-word written report: Industry case study (60%).

Once you've successfully completed this course, you will be awarded your Customer Behaviour: Statistical Analysis, Insight and Prediction Melbourne MicroCert. This digital certificate will warrant the achievement of knowledge, skills and capabilities outlined in the learning outcomes. It may also include artefacts (such as videos and written material) related to both experiential and work-integrated learning, including translatable assessment that is practical to your professional life. You can also share your Melbourne MicroCert digitally and via social media by adding it to your personal platforms, such as LinkedIn. See example certificate.

Customer Behaviour: Analysis, Insights and Prediction can be taken as a stand-alone course or complemented with any other micro-credential in the Marketing Research and Analytics series.

This series includes:

• Developing Insights from the Online Customer Journey
• Comparative Analysis of Customer Data
• Customer Behaviour: Statistical Analysis, Insights and Prediction
• Market Segmentation: Preference and Perception.

To get the most out of this course, we recommend taking Developing Insights from the Online Customer Journey first, but this is not essential.

The Marketing Research and Analytics series provides learners with a pathway into the Master of Digital Marketing. To use it in this way, you need to complete all four micro-credentials in the Marketing Research and Analytics series, then apply for credit towards this postgraduate course.

Taught by industry experts in business and economics, this micro-credential is delivered fully online, allowing you to study at your own pace, from a location convenient to you.

In our innovative online environment, you'll engage with other professionals and use a wide range of digital tools, including videos, case studies, self-guided exercises and interactive class activities.

Learning in this course is equivalent to Grade 9 of the Australian Qualifications Framework (AQF). It is supported by formative quizzes and live webinars with your course facilitator that will enhance your understanding of the course materials and allow you to gain valuable feedback on your progress.

This is not set expiry date.