What you'll learn
Introduction to Customer Analytics
AK is a leading cookware manufacturer in North America. Its newly launched top-line product was gaining momentum in the marketplace. However, a price adjustment at the peak season generated a significant demand surge which took AK completely by surprise and resulted in huge backorders. AK faced the risk of losing the market momentum due to the upset customers and the high cost associated with over-time production and expedited shipping.
Through the real-life story and data of AK MetalCrafters, you will learn the analytics skills to help companies with demand planning and forecasting. Accurate demand forecast can help companies increase revenue and reduce cost by improving customer satisfaction without sacrificing on production, shipping and inventory costs. Identifying the drivers for demand and assessing their impact can help companies better influence and stimulate demand. At the completion of this course, you will be able to help companies like AK significantly improve its forecasting accuracy by building and validating demand forecasting models and assessing the impact of time, seasonality, price and other environmental factors on demand.
Access to a computer or mobile device with an internet connection.
Motivation to learn!
There are no special materials or prerequisite knowledge required for this course.
Who this course is for
Students who are new to this field
Students willing to put in a couple hours to learn about Customer Analytics
Advanced students wanting to add another skill to their portfolio
Eric Bradlow – Professor of Marketing, Statistics, and Education, Chairperson, Wharton Marketing Department, Vice Dean and Director, Wharton Doctoral Program, Co-Director, Wharton Customer Analytics Initiative – The Wharton School
Peter Fader – Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative – The Wharton School
Raghu Iyengar – Associate Professor of Marketing – The Wharton School
Ron Berman – Assistant Professor of Marketing – The Wharton School
This course includes
Option for learning at your own pace
Videos and reading material about the course
Assessed tasks with feedback from other course participants
Evaluated tests with feedback
Evaluated programming tasks