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In a digital world, data has gone ‘big’ – ushering in the age of the zettabyte. This course shows you how big data equals business opportunity. Find out what ‘big data’ means and where it comes from – including ordinary transactions and social interactions. See how smart businesses use data to target their offerings and get ahead of market trends. Consider how marketing data can be based on false assumptions such as the ‘last click myth’.
Consider the promises and threats of big data for organisations and individuals, such as the capacity of data to track a customer along the pathway to purchase; and the issues of democracy and privacy that arise when data is collected and used.
What will I learn?
Define big data and outline ways in which it is remapping the future of marketing:
Define the measurement units of big data
Recognise different types of data
Provide examples of where big data is created
Identify the basic attributes of big data:
Categorise data according to its level of refinement
Provide examples of data analytics that achieve refinement
Outline positive and negative social impacts of data proliferation
Outline business challenges and opportunities in managing and using big data:
Distinguish between brand-centric and customer-centric uses of data
Identify the key stakeholders within organisations in data management
Provide examples of targeted data acquisition for marketing benefit
Outline ways in which effective marketing can exploit big data
Define media attribution and outline its importance to marketing strategy
List some common tools in the marketing toolkit, and outline their purposes
Provide examples of marketing strategies that can capture trackable data in order to improve the quality of attribution.
This course requires approximately 2 - 4 hours of study per week, but can vary depending on the student. This includes watching videos, and taking quizzes and assessments.
If you pass this course you'll receive a Certificate of Achievement. While this certificate isn't a formal qualification or credit, you can use it to demonstrate your interest in learning about this area to potential employers or educational institutions.
Where could this lead me?
If you're wondering what your future could look like in this area, here are some potential careers you could head towards.
Business or Commercial analyst
Analytics and Customer insights
Marketing & Analytics manager
MODULE 1: INTRODUCTION TO BIG DATA
MODULE 2: BIG DATA AND MARKETING
MODULE 3: PRINCIPLES OF MARKETING WITH BIG DATA
MODULE 4: BIG DATA AND PREDICTIVE MARKETING
The lectures are interesting with good examples of the companies using data to make decisions and improve businesses.
However, the course doesn't teach how to approach the problem in hand. Although the subject is "data", you won't be looking even at the data sample. We learn better by doing and practicing, but this course is missing this important component.