Consumer Behaviour Analytics

Course Overview

A practical, marketing‑focused course that teaches learners how to analyse consumer attitudes, preferences, motivations, and buying patterns using data. The course covers behavioural segmentation, customer journeys, psychographic insights, demand drivers, digital behaviour tracking, sentiment analysis, and predictive modelling to support product, marketing, and customer‑experience decisions across retail, e‑commerce, and service industries.

Target Audience

• Marketing, CRM, and customer‑experience teams

• Consumer insights, research, and brand strategy professionals

• Data analysts, BI developers, and digital analytics teams

• Product managers and growth teams in retail, e‑commerce, and services

• Students or professionals entering marketing analytics or consumer insights

Course Outcomes

• Understand consumer behaviour theories, data sources, and analytical frameworks

• Analyse customer journeys, motivations, and decision‑making patterns

• Apply segmentation techniques including demographic, behavioural, and psychographic models

• Use digital analytics to evaluate browsing, engagement, and conversion behaviour

• Conduct sentiment analysis and voice‑of‑customer insights

• Build predictive models for churn, propensity, and customer lifetime value

• Identify demand drivers, barriers, and opportunities across consumer segments

• Communicate consumer insights clearly to marketing, product, and leadership teams