University of Technology Sydney

240753 Customer Analytics

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): (((260776 Foundation of Business Analytics OR 220804 Business Analytics Foundations) AND (260777 Data Processing Using SAS OR 220801 Financial Analysis for Decision Making) AND 570100 Data Ethics and Regulation AND (12 credit points of completed study in 12.0000000000 Credit Points spk(s): CBK91894 12cp Foundation Option (Business Analytics) OR 320606 Database)) OR (42 credit points of completed study in spk(s): C04413 Master of Digital Marketing AND 240729 Digital Marketing Today AND 240710 Digital Consumer Behaviour) OR 240834 Marketing in the Age of Technology )
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 24753 Customer Analytics

Description

With the emergence of new technologies and an increasingly sophisticated digital environment, the volume of data companies are obtaining about their customers is increasing exponentially. This subject explores how to apply useful analytical tools or methods to various data sources to extract meaningful insights into better strategy and decision making to increase customer value.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. explain customer acquisition and/or retention challenges and opportunities 
2. analyse data to identify trends and generate insights
3. use customer data and insights for decision-making to deliver customer value
4. communicate the findings of analytical results effectively

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attribute(s):

  • Intellectual rigour and innovative problem solving
  • Communication and collaboration
  • Professional and technical competence

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. You are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow you to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

  • Identification and preparation of customer data
  • Data visualization and storytelling with data
  • Management and Analysis of Customer Lifetime Value (CLV)
  • Customer segmentation and targeting
  • Positioning and product recommendation
  • Demand prediction
  • Digital marketing analytics

Assessment

Assessment task 1: Report (Individual)

Objective(s):

This addresses subject learning objective(s):

2 and 3

Weight: 15%
Length:

500 to 800 words
Criteria:
  • Discovery of appropriate research problems and data sources
  • Description of how the data could be used to address research problems

Assessment task 2: Application of Analytics (Individual)

Intent:

Part 1 (20%) and Part 2 (30%)

Objective(s):

This addresses subject learning objective(s):

1, 3 and 4

Weight: 50%
Length:

Part 1: Maximum 10 slides, each slide containing no more than one or two tables or charts

Part 2: Maximum 10 slides, each slide containing no more than one or two tables or charts
Criteria:
  • Generation of dashboard containing appropriate visualisation of data
  • Proper Interpretation of analytical results

Assessment task 3: Video Presentation (Individual)*

Objective(s):

This addresses subject learning objective(s):

2, 3 and 4

Weight: 35%
Length:

Presentation duration between 6 and 8minutes
Criteria:
  • Identification of research findings and implications
  • Clear communication of findings and recommendations

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

Readings including text book are provided online for each module. See Canvas for further access.