Marketing Analytics

Start Date: 02/23/2020

Course Type: Common Course

Course Link: https://www.coursera.org/learn/uva-darden-market-analytics

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About Course

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources. For more information on marketing analytics, you may visit; http://dmanalytics.org. You can also follow my posts in Twitter, @rajkumarvenk, and on linkedin; www.linkedin.com/in/rajkumar-venkatesan-14970a3.

Course Syllabus

Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.

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Course Introduction

Marketing Analytics Marketing Analytics is the next phase in the analytics strategy of a company that wants to reach its full potential. Successful marketing analytics enables companies to monitor their marketing spending and ensure that they are spending the money wisely. In this course, you’ll learn how to use data from the Marketing Data Analytics Toolkit to tell a compelling story about your company. You’ll also learn the basics of Analytics that facilitates communication between Marketing Analytics and sales planning. This course is designed to help you build effective marketing analytics capabilities. If you are thinking about a career change or are already an executive, this course will show you the path to build great marketing analytics teams. If you are a student trying to figure out how to spend time better or spend it faster, this course will show you how to leverage valuable time to engage in marketing analytics. Management-level decision-makers, career staff, and entry-level staff all benefit from knowing how to spend time to enhance marketing analytics. Through this course, you will gain experience in aggregating data and understanding the decision-making process for marketers and sales planners. For the interested observer, this course can also serve as a roadmap to build great marketing analytics teams. As you gain knowledge in these areas, you will have greater confidence to make the right decisions and align marketing spending with business strategy. This course is designed to give you the opportunity to build on what you’ve learned in Marketing

Course Tag

Marketing Experiments Customer Lifetime Value Regression Analysis Marketing Analytics Brand Equity

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