Introduction to Decision Science for Marketing

About this course

What if you could use customer data to make smarter marketing decisions, predict customer behaviour, and create more valuable customer relationships? Introduction to Decision Science for Marketing helps you move beyond one-size-fits-all marketing by showing you how predictive analytics, customer data, and decision science can inform real-world marketing strategies. Designed for marketers, business professionals, and aspiring predictive marketers, this course focuses on the business thinking behind data-driven marketing—so you can build confidence without needing advanced mathematical skills. You’ll learn how predictive analytics works, how to build accurate customer profiles, and how to use customer lifetime value to make better acquisition, retention, and engagement decisions. Explore value-based marketing, likelihood-to-buy and likelihood-to-engage models, personalised recommendations, customer personas, remarketing, look-alike targeting, customer retention, churn management, and predictive marketing technology. You’ll also develop a practical understanding of customer data integration, predictive intelligence, campaign automation, marketing technology, and the ethical use of customer data. Build a predictive marketing mindset and learn to turn customer insights into more relevant, effective, and value-driven marketing decisions. Enrol now and start building the skills to thrive in data-driven marketing.

Course objectives

• to provide foundational knowledge of decision science in marketing
• to teach practical tips for applying data analytics in marketing
• to illustrate the relationship between data and marketing concepts