Digital Analytics and Customer Insights

Digital Analytics and Customer Insights

Do you feel your department is falling behind in collecting, analysing, and using data? Are you struggling with creating new value streams by  utilising customer-generated insights? If you need new tools to analyse data and methods to turn newly-generated insights into strategies that optimise performance, then this programme Digital Analytics and Customer Insights is right for you.

Solve business problems by using new and existing data

This three-day workshop provides you with the tools needed to manage data through analytics and design thinking principles, and teaches you management strategies to leverage value-adding opportunities.

Our data analytics and design thinking experts will teach you how to embed data management practices in your organisation, how to develop a data-driven strategy, and how to combine
direct insights from your customers with the use of big data. This programme presents a strategic view of data management, and how to use innovative design-thinking techniques when there’s little data available.

With professional guidance from faculty as well as your peers, you will learn techniques that you can use immediately to identify data opportunities in your department or organisation.

Learning objectives

After this RSM Executive Education programme, you will be able to:

  • speak about big data with confidence and understand its uses
  • identify and experiment with value-adding opportunities in your organisation
  • critically assess analytical methods and manage data analytics processes
  • solve business problems by using big data using predictive and prescriptive modelling
  • explore new opportunities by developing customer-centric insights through design thinking
  • connect and empathise with your customers, and know their unmet needs and desires by generating insights.

The programme Digital Analytics is also a component of RSM's Diploma Programme in Digital Transformation.

Our virtual classroom

In the online version of Digital Analytics and Customer Insights you will join our virtual classroom, where you will discover insights, methods and useful tools to manage data through analytics and design thinking principles. In the virtual classroom, you can ask the facilitator(s) questions, and interact with your fellow participants via group assignments in virtual breakout rooms. For an optimal learning experience, the programme is split into six modules over two weeks. Each module lasts 3.5 hours (including breaks). The programme is delivered by Dr Rodrigo Belo and Dr Dirk Deichmann, who will provide you with the knowledge, tools and skills needed to leverage big data and, when this is lacking, capture customer insights through design thinking techniques.

Completing the Digital Analytics programme will award you 18 PE points. Read more about PE points for this programme.

  • Digital Analytics is a module of RSM’s Diploma Programme in Digital Transformation (DPDT), but can also be followed separately. The programme will support you in creating winning business performance through digital transformation initiatives.

  • This programme is for managers with data-driven and digital analytics responsibilities from any department, discipline or industry:

    • middle managers responsible for data-driven projects seeking to ‘speak the language’ of their data scientists and engineers
    • senior managers aiming to gain the skills needed to use data strategically to influence business decisions and generate value, for example in the organisation’s online marketing activities
    • managers in early-adopter departments looking for the latest scientific knowledge and practices in data analytics as well as implementation insights for creating new value streams.


    You will learn as much from other participants as from the faculty. To ensure a diverse and high-quality group and the value for you, please check if the points below apply to your situation.

    • You are facing a challenge where you need to handle too much data, or you don’t know what to do with the data, or you will be soon moving in a position where you will have to deal with these challenges. 
    • You will benefit the most from this programme if you work in a consumer-facing company, as many examples used are on this topic.
    • You have a basic understanding of how statistical models work (this is an advantage but it’s not mandatory).
    • If you are in an initial stage, looking into ‘how to collect data’, this course might not meet your needs. This topic is briefly touched upon, but it is not the main focus of the programme.
  • During the Digital Analytics Programme you will learn from Dr Rodrigo Belo. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

    Dr Rodrigo Belo
    Rodrigo Belo is associate professor at RSM. His research focuses on the effects of information systems on organisations and on the impacts of social network structures and peer influence on consumer behaviour; it has been widely published. He specialises in the design and deployment of large-scale randomised experiments to assess the effectiveness of marketing campaigns, and to optimise online user engagement. He has led and collaborated in projects with established firms and start-ups in the online and telecommunications sectors. Before joining academia, Rodrigo worked as a software engineer and analyst in transportation and government. 

  • Most programmes will take place online until 1 March 2021. If you register for a programme that is scheduled to take place after 1 March 2021, we cannot guarantee a face-to-face delivery format.


    Virtual classroom Six sessions on 10, 11, 14, 15, 17 and 18 December from 09:00 - 12:00 UTC+1 (including breaks) > Apply now

    17 - 19 March 2021 > Apply now
    7 - 9 June 2021 > Apply now
    27 - 29 October 2021 > Apply now


    Virtual classroom 2020: € 3,150 (excl 21% VAT) 
    Face-to-face 2021: € 3,500 (excl 21% VAT)

    Fees are including course materials, and lunches and snacks if applicable. These fees do not include hotel accommodation.
    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    General terms and conditions

    Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


    The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam. 

    Hotel accommodation

    We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

  • Most programmes will take place online until 1 March 2021. If you register for a programme that is scheduled to take place after 1 March 2021, we cannot guarantee a face-to-face delivery format.