一、項目詳情
  項目內容包括顧客權益和顧客分析、顧客價值驅動因素、顧客數據分析方法、顧客保持度驅動因素評估、市場活動與顧客權益構成聯系、顧客購置與顧客保留投資評估、社交媒體數據分析、第三方數據分析等。學生將在項目中，運用Excel和Matlab建立表單，分析顧客數據，對顧客場景進行評估。學生將通過項目了解企業內部市場數據的局限性，綜合外部平臺數據與數字媒體數據，完善顧客畫像和分析，培養數字化市場營銷思維和能力，在項目結束時提交項目報告，進行成果展示。
  二、適用人群
  高中生/大學生
  市場營銷、品牌營銷、數字化市場營銷、營銷科學、傳播學等專業或希望修讀相關專業的學生；學生需要具備品牌營銷、統計與Excel基礎
  三、項目大綱
  “以消費者為核心”的思維模式：顧客權益和顧客分析、顧客價值驅動因素、顧客終生價值構成因素和市場營銷對顧客終身價值的影響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：顧客數據分析方法、顧客保持度驅動因素評估、顧客保持度與市場活動關聯模型搭建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.
  顧客權益支撐市場決策：市場活動與顧客權益構成聯系、顧客購置與顧客保留投資評估、顧客購置與顧客保留成本權衡表單模型搭建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.
  社交媒體數據豐富顧客分析：社交媒體數據助力顧客分析，通過文本分析進行顧客分析，運用通用技巧進行文本分析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.
  第三方數據豐富顧客分析：借助第三方數據補充內部市場數據劃分與理解顧客行為，評估顧客購買力，運用定位數據補充內部市場數據評估顧客購買力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.
  項目回顧與成果展示Program Review and Presentation
  論文輔導Project Deliverables Tutoring
  Schedule and Outcome
  四、時間安排與收獲
  7周在線小組科研學習+5周論文輔導學習共125課時
  學術報告
  *學員獲主導師Reference Letter
  EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等級別索引國際會議全文投遞與發表（可用于申請）
  結業證書
  成績單