Subject

Big Data for Better Performance (BigData)

by Bud Keegan
Overall course rating 83%
1. The course was interesting.
3.5
2. The course was sufficiently challenging.
3
3. The course enabled me to achieve my learning objectives.
3
4. I had a clear idea of what I was expected to do in this course.
3.5

Learn how you can predict customer demand and preferences by using the data that is all around you.

Course starts on:

28/04/2014

Course ends on:

27/05/2014

9,099 students have taken this course

22,972 videos have been watched

1,147 classroom posts

Enrol now ...It's free!

What's it about?

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’.

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's involved?

Module 1Introduction to Big Data
7 videos, 6 quizzes, 1 assessment28 Apr - 4 May
Module 2Big Data and Marketing
7 videos, 6 quizzes, 1 assessment5 May - 11 May
Module 3Principles of Marketing with Big Data
8 videos, 7 quizzes, 1 assessment12 May - 18 May
Module 4Big Data and Predictive Marketing
8 videos, 7 quizzes, 1 assessment19 May - 25 May

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 to from here?

If you love this course, why not take your studies further? Here are some accredited qualifications that could help you achieve your goals.

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
  • Learning analyst
  • Analytics and Customer insights
  • Analytics consultant
  • Marketing & Analytics manager

Who's the instructor?

  • Bud Keegan

    Bud Keegan has over two decades’ and three continents’ worth of publishing experience, having marketed, managed and sold media in the US, Australia and the Middle East over the last 20 years.

    Bud Keegan has over two decades’ and three continents’ worth of publishing experience, having marketed, managed and sold media in the US, Australia and the Middle East over the last 20 years.

    He’s held senior management positions with brands ranging from Forbes Arabia to Australian Mining. His passion for Big Data began after having had the opportunity to publish Data Storage magazine.

    Bud is currently the Director of Content Development for Digital Chameleon, a role he loves because it exposes him to developments across the digital arena.

243 students are taking this course