Master In Customer Intelligence

inesdi - Digital Business School

Program Description

Read the Official Description

Master In Customer Intelligence

inesdi - Digital Business School


Inesdi launches the Master in Customer Intelligence/>

The Internet, digital platforms and information technologies are transforming our environment. 21st century companies need professional profiles in line with new market trends, so we promote this master's degree, with the aim of training professionals who can provide real solutions to the processes of digital transformation of the company.

This master in Customer Intelligence

The master's degree has the official title of Inesdi Digital Business School./>

  • Master's degree
  • Practical teaching and real business cases.
  • Personalized tutoring in the completion of the End of Course Project.
  • Work guidance through an individualized "Career Plan".
  • Development of an "Online Measurement and Data Analytics Plan."


Module 1: Introduction and Strategy/>

  • The customer at the center of our activity
  • The new relationship with the client
  • 360º vision of the client
  • Cost effectiveness
  • Project management of data analytics

Module 2: CRM/>

  • Fundamentals and benefits of CRM
  • Implementing CRM
  • Tools and case studies
  • From CRM to Social CRM

Module 3: Business Intelligence/>

  • Business Intelligence Basics
  • MicroStrategy Analytics Workshop
  • Data Governance: the importance of data management
  • Transforming data into knowledge
  • Data visualization
  • IBM Watson Analytics Workshop

Module 4: Big Data/>

  • Fundamentals of Big Data
  • Privacy of the data and legal aspects
  • Big Data Architecture
  • Data Science
  • Data Science Tools
  • Practical cases

Module 5: Putting web analytics in context/>

  • Align business strategy with measurement strategy based on 4 pillars: patience, creativity, passion and courage
  • Where are the data?
    • Online measurement tools
    • User feedback tools
    • Intelligence tools
    • Practical exercise

Module 6: Online measurement plan/>

Objectives, KPIs and hypotheses

  • Where do I begin? What data do I have?
    • Define macro and micro objective
    • Define KPIs by objectives
    • Get conclusions: make hypothesis
    • Practical exercise

Online measurement strategy

  • Structure of the Online Measurement Plan
  • Profile of the digital analyst

Module 7: Basic technical concepts for web analytics/>

The technical vision of a web analyst

  • Basic technical concepts. Why are they necessary?
  • Structure of clients and web servers
  • Positioning concepts

The programming code from the vision of the Web Analyst

  • Going down to the code
  • Essential tools
  • cookies
  • Regular expressions

Where do I put the marker?

  • Content managers
  • E-commerce managers

Module 8: Mastering a web tracking tool (Google Analytics)/>

Technical implementation

  • Introduction to the tool
  • Installing Google Analytics
  • Set up an account
  • User Management
  • Profiles and filters
  • Use of REGEX in Google Analytics (Examples)
  • Practical exercise

Technical implementation II

  • Basic metrics
  • GTM (Google Tag Manager)
  • Implementation of e-commerce
  • Multi-currency e-commerce
  • E-commerce analysis
  • Practical exercise

Objectives and reporting

  • What to measure
  • Indicators according to web typology
  • Assign value to the objectives
  • Micro objectives and macro objectives
  • How to improve the purchase process
  • Setting objectives in GA
  • Working with GA reports
  • Practical exercise.

Advanced analytics I

  • Tracking between domains and subdomains
  • Custom variables
  • Event tracking
  • Practical exercise

Advanced analytics II

  • Virtual pages - Implementation
  • Virtual pages - Practical applications and cases
  • Other customizations (setSessioncooki TimeOut, etc.)
  • Internal search engine
  • Practical exercise:
    • Configure the internal search engine in cardboard boxes
    • Differentiate the url of the form and the submitted form (subscription to the newsletter)


  • Key aspects to be a good analyst
  • Data segmentation
  • Advanced segments of GA
  • Interpretation of data
  • Practical exercise

Customization of Google Analytics

  • Custom reports
  • Alerts
  • Dashboards
  • Multichannel funnels
  • Doubts GAIC
  • Practical exercise

CRO (Rate Optimization Conversion) - Optimization processes

Module 9: Creating dashboards or Dashboards/>

Advanced Excel

Introduction to dashboards

  • Dashboards vs control panels
  • Basic KPIs
  • Design of dashboards / control panels
  • Best practice
  • Practical exercise

Types of scorecards

  • By activity of the company
  • By department / objectives
  • Practical exercise


  • Google Analytics - Dashboards
  • Excellent Analytics and others
  • Customized, ad hoc
  • Practical exercise by project


  • Sources of data / provenance (APIs)
  • Tableau
  • Klipfolio
  • Graphical tools
  • Follow-up practical exercise by project

Module 10: Calculation of ROI in web analytics/>

What is ROI and how to measure it with Google Analytics?

Practical exercises

How does Google calculate the revenue?

How to calculate and establish an objective value?

Practical exercises

Module 11: Other measurement tools using markers/>

Webtrekk Q3 - Digital Intelligence Suite

Module 12: Measuring advertising campaigns/>

Measure the effectiveness of online advertising

  • Online advertising metrics
  • Defining campaign objectives
  • Case study

Module 13: Strategic analysis of Social Media actions/>

Social Media Analytics

Measure the effectiveness of Social Media actions from the point of view of Communication and Public Relations.

Module 14: Video/>

Analysis of online videos, measurement of user loyalty, monitoring user clicks and measuring the duration of the reproduction

Measurement and optimization of Apple, Android, Windows phone and Blackberry applications

Module 15: Competitive intelligence/>

Position qualitatively and quantitatively the position of your online business with respect to the competition and the market

CI methodological context

  • Contents, objectives and techniques
  • Challenges: Big Data, Invisible Internet, etc.

Benchmarking as an IC tool

  • Phases of implementation of a structured process of online benchmarking
  • Definition of objectives
  • Beyond the "market metrics", definition of ad-hoc indicators
  • Techniques and tools for locating and monitoring information

Visualization of information: "from data to intelligence"

Study cases/>

Final project/>

Throughout the course the student will develop as a team an Online Measurement and Data Analytics Plan to put into practice the knowledge learned.


The program includes lectures with guest speakers, which will take place throughout the course and will be held on a specific day of the week, which may differ from the planned weekly days of class. These dates will always be communicated well in advance to the students.

Who is it for?

Professionals interested in knowing the process of decision making around customer data. To all those people who want to enter the world of Business Intelligence, Big Data and Data Science, both to implement strategies of this type and to expand knowledge. And to traditional data analytics professionals who wish to recycle themselves in new tools and technologies./>

Professional outings/>

With the Master in Customer Intelligence/>

  • Customer Intelligence Departments
  • Business Intelligence Project Manager / Analyst
  • CRM Project Manager / Analyst
  • Customer Manager / Analyst
  • Customer Intelligence Manager / Analyst
  • Marketing Intelligence Manager / Analyst
  • Areas of Customer Analytics, Big Data and Data Science

Schedules and modalities

Campus Madrid/>

  • Start date: 04/04/2018 - New call -
  • Duration: 240 contact hours
  • Schedule: Monday and Wednesday from 6:30 p.m. to 9:30 p.m.

Campus Barcelona

  • Start date: 04/25/2018 - New call -
  • Duration: 240 contact hours
  • Schedule: Monday and Wednesday from 6:30 p.m. to 9:30 p.m.

Campus online

  • Start date: 03/13/2018 - New call -
  • Duration: 48 weeks

How can you access this program?

  • Complete the information request form on the right.
  • The agent in charge of reviewing your data will contact you to extend information and resolve any questions you may have.
  • If you want to reserve a place in the course, you can do it then.
  • Once you decide, you must send the CV with a recent photograph to the e-mail address that the agent indicates.
  • Later it will be held, in person at the facilities of Inesdi Barcelona or Madrid (or via webinar can not physically go), a personal interview with the school's advisory council to evaluate your case.


In Inesdi we have different scholarship programs to facilitate our students access to postgraduate programs. The objective of these grants is to improve their future work and their professional qualifications. The amount of these scholarships can reach up to 20% of the total amount of the course , depending on the grant awarded./>

Find out by leaving your information and we will contact you or by calling 902 501 603 .

You can also benefit from our financing agreements for our students with the Banco de Sabadell. For more information, contact us.

This school offers programs in:
  • Spanish

Last updated March 1, 2018
Duration & Price
This course is
Campus based
Start Date
Start date
Jan. 2019
Mar. 2019
240 - 1500 hours
Part time
Full time
Colombia - Bogotá, Bogota
Start date : Jan. 2019
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Spain - Barcelona, Catalonia
Start date : Apr. 2019
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Spain - Madrid, Community of Madrid
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Spain - Spain Online
Start date : Mar. 2019
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Jan. 2019
Colombia - Bogotá, Bogota
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Mar. 2019
Spain - Spain Online
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Apr. 2019
Spain - Barcelona, Catalonia
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Spain - Madrid, Community of Madrid
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