Without customers, businesses could not succeed. The term “Customer Centric” has therefore become synonymous with proactive business strategy worldwide. The advancement of information technology has enabled marketers to obtain a rich amount of data about their current and prospective customers, covering a wide spectrum such as their purchase history, online search, offline store visits, app use, social media post, responses to marketing, and etc. Customer analytics, involving a broad range of activities that rely on data to more effectively manage customer relationship and engage consumers in their buying journey, has risen to be an important functional area of firms. This course introduces students to various research methods and analytical tools to analyze and act upon customer data. It improves their marketing decision making, especially in the context of digital environments. The tools taught in this class are essential for developing a successful career in customer insights/analytics, customer relationship management, database marketing, digital marketing, service marketing, and marketing/management consulting.