Knowledge

The student...

has advanced knowledge of how sales and customer data can be used as a basis for strategic and operational decision-making
has knowledge of key performance indicators and methods within sales analytics, customer analytics, segmentation, and sales forecasting
understands the relationship between sales strategy, customer value, profitability, and resource prioritization
has insight into data quality, privacy, and ethical issues related to the use of sales and customer data

Skills

The student...

can formulate relevant research questions and prepare sales and customer data for analysis
can use software to conduct analyses, calculate key performance indicators, create forecasts, and develop simple decision models
can analyze and visualize sales and customer data across, for example, customer groups, products, channels, and sales representatives
can interpret analyses and translate findings into concrete recommendations for sales and marketing management

General competence

The student...

can apply analytical and critical thinking to strategic and operational sales and marketing decisions
can assess the relevance, quality, and limitations of data sources, analyses, and decision models
can communicate data-driven insights and recommendations clearly to both professional and non-technical audiences
can contribute to responsible and data-driven decision-making in organizations, with awareness of privacy and ethical considerations

Subject description ØAHM4002

Data-Driven Sales Analytics