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Customer Analytics

Graduate Studies and Professional Development
Professor / Instructor
Rochelle Grayson
February 17 - March 13, 2021

This course examines the tools, techniques, and strategies required to collect, manage, and analyze customer data. Specifically, participants will look at the role of data in understanding, driving, and improving customer acquisition, customer support, and customer retention. Leveraging a variety of customer touch-points, the course will look at customer segmentation based on customer needs, customer life cycle, and customer experience. Once completed, participants will be able to use customer analytics to better understand their customers’ behaviors and to make effective and profitable customer decisions.
This course is recommended as a precursor to the Data Visualization and Storytelling course in the Associate Certificate in Data and Marketing Analytics program.


Curriculum topics include:

  • Customer and buyer personas
  • Types of customer segmentation
  • Review case examples on AI and Machine Learning in the context of customer analysis and decision making.
  • Ethical considerations for using AI and ML data for customer analytics.  
  • Data sources and collection techniques to support customer analysis
  • Mapping the customer journey
  • Customers touchpoints
  • Improving the customer experience
  • Extending the customer lifecycle
  • Concerns and challenges in managing customer data – privacy, security, etc.


Upon completion of the course, participants will be able to:

  • Analyze marketing and customer data
  • Develop data-based customer personas
  • Conduct data-based customer segmentation
  • Use data analytics to predict customer behavior
  • Develop customer insights across the entire customer lifecycle

You are applying for a $500 scholarship towards a qualifying course at one of our post-secondary education partners: BCIT, Northeastern University, SFU or UBC. Applicants must be either Canadian Citizens, BC permanent residents or working towards obtaining one of these.

Please only apply for this scholarship once you have been enrolled or waitlisted in an applicable course. We will be confirming all student details with instructors.

Apply for Scholarship

To be eligible for this scholarship, you must be a woman (or identify as a woman), and currently live in BC, Canada. Do you meet both of these criteria?