Customer Engagement Analytics

(1.5-3 Credit Hours) · Undergraduate

This module will familiarise the student with basic data analytics techniques as used in present and future-generation marketing. It will cover the basic statistical approaches as well as the data analytics pipeline of data acquisition, cleansing, storage, mining, actioning, and visualisation. It will include hands-on access to some aspects of this pipeline as well as the use of advanced analytics including psychometric profiling and machine learning (both supervised and unsupervised)