Comparative Analysis of Customer Data - micro-credential

What you will learn

Gain contemporary skills and knowledge for your job now.

The ability to analyse and leverage online user data allows brands to build strategies that enhance customer value and drive long-term success.

This 100% online micro-credential will equip you with essential tools and techniques to uncover and respond effectively to consumer insights across your organisation's marketing channels.

Open to anyone seeking a strong grounding in data analysis, this six-week course is suitable for professionals in a range of roles, including market researchers & marketing analysts, pricing analysts, product managers, and UX designers.

Explore fundamental concepts in customer data analysis

Be introduced to comparative statistical analysis and gain a data-informed approach to understanding key similarities and differences between your customers. You'll explore a range of tools to recognise and act on customer behaviour trends, including powerful data visualisation software.

Gain essential skills to conduct your own data-based experiments

Learn to design and implement your own experiments to collect, compare and uncover valuable customer-data insights. You'll build your analytical skills across different exploratory techniques in statistical analysis, and gain the knowledge needed to positively influence user behaviour and outcomes.

Apply your new knowledge to a real-world customer data analysis

Analyse an existing customer data set and perform a statistical comparison that draws on core concepts covered in this course. You'll develop and present a proposal that highlights opportunities and implications for future marketing strategies and gain expert feedback from your peers and course facilitator.

Comparative Analysis of Customer Data is ideal for a range of professionals employed in marketing and customer experience, including market researchers & marketing specialists, brand strategists, pricing analysts, 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 some experience with data analysis.

Comparative Analysis of Customer Data has been developed in close consultation with Industry and leverages best practice approaches in consumer data analysis. Learning tasks have been designed to match the real-world needs of the sector and will enable you to quickly apply newfound practical skills and assessment task outcomes to your own professional context.

By the end of this course, you'll have a deeper understanding of how to perform statistical analysis of consumer data and metrics. You'll be able to:

• Develop effective decision-making strategies in dealing with digital marketing data
• Apply statistical reasoning and methodologies such as statistical tests and experiments to facilitate comparative analysis of consumer data and to critically evaluate and explain the impact of marketing actions on consumer behaviour and outcomes
• Apply statistical measures of association such as correlations and simple linear regression to describe and depict relationships between digital marketing variables.

This micro-credential 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:

• Presentation: Case study data analysis (40%)
• 750-word written report: Case-based proposal (60%).

Once you've successfully completed this course, you will be awarded your Comparative Analysis of Customer Data micro-credential. 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 micro-credential digitally and via social media by adding it to your personal platforms, such as LinkedIn. See example certificate.

Comparative Analysis of Customer Data 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.

There is no set expiry date.