Customer Behaviour Analytics

Course Overview

Customer Behaviour Analytics explores how individuals make purchasing decisions and how organisations can use data to understand, predict, and influence customer actions. The course covers behavioural theories, digital behaviour tracking, segmentation, customer journey analysis, and predictive modelling. Learners examine how attitudes, motivations, emotions, and contextual factors shape buying behaviour across channels. The course blends behavioural science with analytics techniques to help organisations design better products, improve customer experience, and drive data‑informed marketing and business decisions.

Target Audience

• Marketing, sales, and customer experience professionals

• Business analysts and data analysts

• Product managers and UX researchers

• Early‑career professionals entering analytics or consumer insights roles

• Anyone interested in understanding customer decision‑making through data

Course Outcomes

• Understand key behavioural science principles that influence customer decisions

• Analyse customer journeys using qualitative and quantitative data

• Apply segmentation, profiling, and predictive analytics to customer datasets

• Interpret digital behaviour signals such as clickstream, engagement, and conversion patterns

• Use analytics to identify customer needs, pain points, and opportunities

• Translate behavioural insights into marketing, product, and CX strategies

• Evaluate ethical considerations in customer data collection and behavioural targeting