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Foundations of marketing analytics
Archived
Course
en
English
10 h
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- Self-paced
- Free Access
- Fee-based Certificate
- 5 Sequences
- Introductive Level
Course details
Syllabus
- Week 1 - Module 0 : Introduction to Foundation of Marketing Analytics
In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, l... - Week 2 - Module 1 : Statistical segmentation
In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectur... - Week 3 - Module 2 : Managerial segmentation
Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many com... - Week 4 - Module 3 : Targeting and scoring models
How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customer... - Week 5 - Module 4 : Customer lifetime value
In this module, you will learn how to use R to execute lifetime value analyses. You will learn to estimate what is called a transition matrix -which measures how customers transition from one segment to another- and use that information to make invaluable pred...
Prerequisite
None.
Instructors
Arnaud De Bruyn
Professor at ESSEC Business School
Marketing department
Editor
The École supérieure des sciences économiques et commerciales (more commonly known as ESSEC Business School or ESSEC) is a leading French business and management school, founded in 1907 as a not-for-profit association (under the French law of 1901), with its main campus in Cergy. It also has branches in La Défense, Rabat and Singapore, which are used in particular for the ESSEC Global BBA and ESSEC Executive MBA programmes.
Founded by Jesuits in response to the creation of HEC Paris, it remained independent of any chamber of commerce and industry for a long time before coming under the control of the Versailles Chamber of Commerce and Industry in 1981, which became the Paris Île-de-France Chamber of Commerce and Industry in 2013. It is a member of the CY Alliance, formerly the Université Paris-Seine.
The ESSEC group offers a wide range of management courses, in particular through its 'Grande École Programme', a post-graduate preparatory course leading to a Master's degree. It also offers a BBA (Bachelor in Business Administration), specialised masters (MS), an MBA and doctorates.
Platform
Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California.
Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.
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