ADD ON COURSE (2021-22) 

 Customer Analytics 

Course Facilitator: Dr. Jose Varghese 

(josevarghese@fisat.ac.in) 

Introduction: 

Customer analytics is a process by which data from customer behavior is used to help make  key business decisions via market segmentation and predictive analytics. This information is  used by businesses for direct marketing, site selection, and customer relationship management. 

Course Objectives: 

• Create a single, accurate view of a customer to make decisions about how best to

acquire and retain customers. 

• Gather deeper understandings of customers’ buying habits and lifestyle preferences

Course Outcomes: 

At the end of the course, the student will be able to:- 

CO 1: Acquire knowledge related to the various terminologies and techniques associated  with customer analytics 

 CO 2: understand the segmentation process 

 CO 3: Analyze how the markets prices are determined 

CO – PO Mapping: 

Course Delivery Methods:

Eligibility: 

Student should score 50% (30 marks) & 80% attendance to be eligible for the certification. 

Syllabus: (Total Hours Required – 30) 

Module 1- Marketing Management Process and Customer Analytics 

The Marketing Management Process and its link to Customer Analytics and Customer Insights – Correlation – Simple linear regression – Trend – seasonality- Exponential smoothing 

Module 2 – Pricing 

Non-linear pricing strategies for profit maximization – price skimming and sales – optimal pricing – price bundling – demand curve and the willingness to pay 

Module – 3 – Customer Insights 

Conjoint analysis – product attributes and levels – full profile conjoint analysis – choice based conjoint  analysis – random utility theory 

Module 4 – Customer value 

Lifetime customer value, – relation between spending, customer acquisition and customer retention – Market basket analysis – RFM analysis 

Module 5 – Market Segmentation 

Cluster analysis – collaborative filtering – classification trees for segmentation – Application of  Customer Analytics in Advertising, Retailing and Internet & Social Marketing 

References: 

1. Winston, Wayne L. (2014), Marketing Analytics: Data-Driven Techniques with Microsoft Excel, 1st  ed. Wiley. 
2. Winston, Wayne L. (2014), Marketing Analytics: Data-Driven Techniques with Microsoft Excel, 1st  ed. Wiley. 
3. Malhotra, Naresh (2015), Marketing Research – An Applied Orientation, 7th ed., Pearson  EducationVandana Ahuja. Digital Marketing. Oxford University Press India, 2015 
4. Damian Ryan. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital  Generation (3rd Edition). Kogan Page Publishers, 2014.