Developing Insights from the Online Customer Journey
Explore recent developments in digital marketing analytics to optimise your business marketing strategies.
- Fees: $1350.00 AUD (inc GST)
- Delivery mode: Online
- Duration: 6 weeks / 42 hours
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What you will learn
Gain contemporary skills and knowledge for your job now.
A data-informed understanding of online user behaviour allows brands to consistently meet the needs of their customers, improve products, and increase sales.
This 100% online Melbourne MicroCert will empower you with advanced knowledge of customer analytics, equipping you and your team with a range of essential tools for converting visitors to your channels into customers.
Open to anyone seeking evidence-based insights into online customer journeys, this six-week course is ideal for professionals in the marketing industry, including brand strategists, customer data analysts, and campaign managers.
Learn to track customer journeys
Gain valuable skills to collect, analyse, and act on important metrics generated from online user behaviour across your owned channels, including engagement ratios, click-through rates, and customer lifetime values.
Harness powerful sentiment analysis tools
Learn to conduct sentiment analysis on text data collected from customer interactions with your brand. Be introduced to dynamic automated text analysis techniques and gain essential skills to monitor and respond effectively to changing attitudes, thoughts, and feelings about your products and services.
Explore key concepts in customer retention and conversion
Enhance your understanding of important marketing metrics such as customer lifetime value (CLV) and the shapely value method. Discover how to use both as key performance indicators of customer retention and conversion across all marketing channels in your organisation.
Who you will learn from
Learn from skilled academic and professional experts who will share invaluable knowledge you can use in your job.
Dr Jonathan Thong
Lecturer in Business and Data Analytics
Jonathan is a lecturer in the Department of Economics at the University of Melbourne and a tutor in the Masters of Business Analytics at the Melbourne Business School. He's a passionate educator with substantial experience in the design and delivery of economics, finance and data analytics courses. Jonathan obtained his PhD in Economics from New York University in 2011 and was recognised with an Outstanding Teaching Award from the College of Arts and Sciences at New York University.
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To take Developing Insights from the Online Customer Journey as a stand-alone Melbourne MicroCert, you'll pay the normal course price.
$1350.00 AUD (inc GST)
Please contact Student Support to discuss discounts and payment options for University of Melbourne staff or alumni, or to pay by invoice.
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