Marketing Analytics
list 5 sequences
assignment Level : Introductive
chat_bubble_outline Language : English
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Key information

credit_card Free access
verified_user Fee-based Certificate
timer 10 hours in total

About the content

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.

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Syllabus

  • Week 1 - Marketing Resource Allocation
    Welcome! John Wanamaker, father of modern advertising, once said, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." In this first module, we'll begin figuring out how to reduce that waste and track effectiveness. We'll...
  • Week 2 - Metrics for Measuring Brand Assets
    Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure th...
  • Week 3 - Customer Lifetime Value
    What do your customers mean to you? In this third module, we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to financial c...
  • Week 4 - Regression Basics
    Welcome to Module 4! Ever wonder how two different variables, say, sales and promotions, relate? In this module, we'll look at regression, which allows us to understand that relationship. We'll discuss how to interpret regression outputs, explore confounding e...
  • Week 5 - Marketing Experiments
    Ever wonder if price cuts really drive sales? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. Welcome to Module 5! In this final module, we'll explore how to design basic expe...
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Instructors

Rajkumar Venkatesan
Ronald Trzcinski Professor of Business Administration
Darden School of Business

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Content designer

University of Virginia
The University of Virginia is distinctive among institutions of higher education. Founded by Thomas Jefferson in 1819, and located on a World Heritage site in Charlottesville, the University sustains the ideal of developing, through education, leaders who are well-prepared to help shape the future of the nation. The University is public, while nourished by the strong support of its alumni. It is also selective; the students who come here have been chosen because they show the exceptional promise Jefferson envisioned.
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Platform

Coursera

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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4.3 /5 Average
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Best review

Very valuable course. Watched videos on x1.5 speed, read articles from 2016 only (older ones are not that relevant today, in 2018, unless I am really interested in the article's subject), performed no assignments (this course is rather simple one, I will tighten up my new skills during my everyday work). Recommend the same to everyone.

Published on January 19, 2018
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on the February 21, 2018
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The contents seems repeatedly in different weeks, ends up there is limited new learnings from this course in general. Some assignment questions do not smartly asked

on the January 19, 2018
starstarstarstarstar

Very valuable course. Watched videos on x1.5 speed, read articles from 2016 only (older ones are not that relevant today, in 2018, unless I am really interested in the article's subject), performed no assignments (this course is rather simple one, I will tighten up my new skills during my everyday work). Recommend the same to everyone.

on the January 4, 2018
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A little bit dray but once you get into the topic, it is a very goof introduction tot he marketing analytics. And the more you invest in it (all the supplemental documentation for example), the more you get proficient.

on the January 2, 2018
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I liked the fact that amount of reading materials is realistic if you want to be able to read all materials for the course and still be on time.

on the December 26, 2017
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Really great introduction into online consumer behavior and general strategies for working with the data produced from it