# Module 4 Overview

## Theme

Customer journey analytics

## Essential Question

How do signals across channels form a coherent picture?

## Module Components

- `Book prose`: conceptual framing, domain scenario, methods, and failure modes
- `Assignment`: evidence-backed production of a specific artifact
- `Slides`: presentation sequence for seminar or lecture delivery
- `Narration`: spoken version of the slide flow
- `Instructor notes`: facilitation plan, discussion prompts, and grading cues
- `Rubric`: criteria for evaluating the module artifact
- `Notebook`: executable lab aligned with the module theme using synthetic customer records with engagement, recency, spend, channel preference, and consent state

## Module Artifact

customer insights package with segmentation, measurement design, and consent constraints focused on customer journey analytics: Map a customer journey data model.

## Professional Setting

Students work as if advising a growth team deciding how AI-generated customer insights should guide campaign targeting. Their work must be intelligible to marketing lead, analytics manager, privacy counsel, and customer experience owner.