This course examines how organizations analyze customer behavior data to generate insights for decision-making. Students will engage with analytical tools and business intelligence methods to explore, model, and visualize behavioral and transactional data. The curriculum covers event modeling, segmentation, cohort and funnel analysis, A/B testing, KPI frameworks, and dashboard design. Through Excel-based assignments, software simulations, and applied data projects, participants will develop practical skills in data interpretation, model application, and insight communication.
This course is designed for upper-level undergraduate students in business, marketing, or analytics programs and emphasizes methodological understanding and hands-on experience in customer-focused analytics
- Teacher: Ivan Suarez