一、項(xiàng)目詳情
  項(xiàng)目內(nèi)容包括顧客權(quán)益和顧客分析、顧客價(jià)值驅(qū)動(dòng)因素、顧客數(shù)據(jù)分析方法、顧客保持度驅(qū)動(dòng)因素評(píng)估、市場活動(dòng)與顧客權(quán)益構(gòu)成聯(lián)系、顧客購置與顧客保留投資評(píng)估、社交媒體數(shù)據(jù)分析、第三方數(shù)據(jù)分析等。學(xué)生將在項(xiàng)目中，運(yùn)用Excel和Matlab建立表單，分析顧客數(shù)據(jù)，對(duì)顧客場景進(jìn)行評(píng)估。學(xué)生將通過項(xiàng)目了解企業(yè)內(nèi)部市場數(shù)據(jù)的局限性，綜合外部平臺(tái)數(shù)據(jù)與數(shù)字媒體數(shù)據(jù)，完善顧客畫像和分析，培養(yǎng)數(shù)字化市場營銷思維和能力，在項(xiàng)目結(jié)束時(shí)提交項(xiàng)目報(bào)告，進(jìn)行成果展示。
  二、適用人群
  高中生/大學(xué)生
  市場營銷、品牌營銷、數(shù)字化市場營銷、營銷科學(xué)、傳播學(xué)等專業(yè)或希望修讀相關(guān)專業(yè)的學(xué)生；學(xué)生需要具備品牌營銷、統(tǒng)計(jì)與Excel基礎(chǔ)
  三、項(xiàng)目大綱
  “以消費(fèi)者為核心”的思維模式：顧客權(quán)益和顧客分析、顧客價(jià)值驅(qū)動(dòng)因素、顧客終生價(jià)值構(gòu)成因素和市場營銷對(duì)顧客終身價(jià)值的影響Introduction to customer centric thinking.An overview of customer equity and analytics;examining the drivers of customer value;a discussion of the components of customer lifetime value and how marketing may positively affect it.
  顧客分析：顧客數(shù)據(jù)分析方法、顧客保持度驅(qū)動(dòng)因素評(píng)估、顧客保持度與市場活動(dòng)關(guān)聯(lián)模型搭建Foundations of Customer Analytics.Discussion of the methods appropriate for analyzing customer data；evaluating the drivers of customer retention;development of the appropriate model to link marketing actions to customer retention.
  顧客權(quán)益支撐市場決策：市場活動(dòng)與顧客權(quán)益構(gòu)成聯(lián)系、顧客購置與顧客保留投資評(píng)估、顧客購置與顧客保留成本權(quán)衡表單模型搭建Using customer equity to support decision making.Link marketing actions to the components of customer equity;evaluating investments in acquisition and retention;build a spreadsheet model that can be used to evaluate the tradeoffs between acquisition and retention.
  社交媒體數(shù)據(jù)豐富顧客分析：社交媒體數(shù)據(jù)助力顧客分析，通過文本分析進(jìn)行顧客分析，運(yùn)用通用技巧進(jìn)行文本分析Enriching customer analytics with external datasocial media data.Discuss how social media data can be used to understand customers;customer profiling via text analysis;conduct text analysis using common techniques.
  第三方數(shù)據(jù)豐富顧客分析：借助第三方數(shù)據(jù)補(bǔ)充內(nèi)部市場數(shù)據(jù)劃分與理解顧客行為，評(píng)估顧客購買力，運(yùn)用定位數(shù)據(jù)補(bǔ)充內(nèi)部市場數(shù)據(jù)評(píng)估顧客購買力Enriching customer analytics with external dataother 3rd party data.Discuss how 3rd party data can supplement internal data to understand customer behavior in the category;examining size and share of wallet;how can mobile location data supplement internal data to provide measures of both size and share of wallet.
  項(xiàng)目回顧與成果展示Program Review and Presentation
  論文輔導(dǎo)Project Deliverables Tutoring
  Schedule and Outcome
  四、時(shí)間安排與收獲
  7周在線小組科研學(xué)習(xí)+5周論文輔導(dǎo)學(xué)習(xí)共125課時(shí)
  學(xué)術(shù)報(bào)告
  *學(xué)員獲主導(dǎo)師Reference Letter
  EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等級(jí)別索引國際會(huì)議全文投遞與發(fā)表（可用于申請）
  結(jié)業(yè)證書
  成績單