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BUS5CA Customer Analytics and Social Media: - With the in-depth study of this academic unit scholars will get the knowledge that nowadays humans have become transmitting and information triggering 'devices' because of the use of credit cards, loyalty cards, digital television, ATMs, telephones, call centres, internet etc. With the use of customer analytics, this kind of information can be used by the companies to know about their life stages, financial status, customer lifestyles and personal values, which help to get new customers, enhance the amount and frequency of customers and keep existing customers longer thus becoming more profitable and competitive. Social media plays a vital role in the customer relationship both as a method of marketing services and products and also a medium by which customer sentiments and segments could be captured. Capability to effectively make the use of information related to social media is now becoming a necessary part of customer analytics. This study course gives the essential skills and knowledge to use the technologies of data analytics to understand customer resulting better in happier, loyal and content customers leading to a better customer relationship.

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