328054 :Customer Analytics

General info

Instruction language English
Type of Instruction Lectures, Computer Labs (Lecture schedule)
Type of exams Assignments (50%), Written/Computer Final Exam (50%) (Examination schedule)
Course load:6 ECTS credits
Blackboard InfoLink to Blackboard (When you see 'Guest are not allowed in this course', please login at Blackboard itself)


dr. G. Knox (Coordinator)

S.M.T.A. Bies


Customer analytics is about applying quantitative models to understand and predict customer behavior. Firms have access to more information about their customers than ever before. But data alone should not be confused for knowledge. The role of the model is to summarize patterns and generate predictions of customer behavior in the future.

After completing this course, students should be able to estimate models to forecast customer selection, retention, and lifetime value. Using the results of these models, students should be able to make clear managerially relevant recommendations about optimal firm marketing policy.

Some the questions we will address in this course are:

  1. Which customers or customer segments should be targeted or selected for some acquisition, retention or other campaign?
  2. How can we predict customer behavior, both at the individual level and the market level, when customers are heterogeneous (individuals are different) and may drop out, or churn, over time?
  3. What is the value to the firm of the customer over his or her lifecycle, i.e., customer lifetime value (CLV)? What is the value of a firm’s entire customer base, i.e., customer equity (CE)?

Managers (as well as consultants, analysts, and investors) are increasingly being tasked with providing valid answers to such questions. Yet many of them lack the tools to address these problems of managerial interest. This course is designed to give you the powerful, cutting-edge tools to address these issues.



The blackboard page of this course is not open for self-enrollment.

  • Students MSc Marketing Analytics or Research Master students can send a message to TiSEM-MSc-Marketing-Management-Research@uvt.nl with a list of cluster B courses they want to follow. They will be enrolled in the Blackboard course(s).
  • For students MSc Marketing Management there is a maximum capacity. MSc Marketing Management students should register via COMAP (via the following link: Comap
    Registration period will be announced on the MSc Marketing Management General Information page and will be announced at the kick-off of the program.
  • For students MSc in Econometrics there is a maximum capacity. Please send an email to TiSEM-MSc-Marketing-Management-Research@uvt.nl to request admission 2 weeks before the start of the course at the latest.

    This course is not open to students from other masters.

    This course consists of assignments (50%) and an exam (50%).

    Repeaters will have to do the whole course again, including assignments.

    1. Assignments: 50%
    2. Written/Computer exam: 50%

    To pass the course you need:
    • final grade = 6;
    • exam grade = 5;
    • a grade for all assignments, i.e., you cannot pass the course without having handed in the assignments.

    Compulsory Reading

    1. Selected articles. The reading list will be available on Blackboard before the start of the course..
    2. Other material will be announced on Blackboard, no need to purchase any materials in advance..

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