Forecasting Models for Marketing Decisions

Name: Forecasting Models for Marketing Decisions
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Author: Emory University

Cours

Anglais

12 h

Source

Sur www.coursera.org

Conditions

À son rythme
Accès libre
Certificat payant

Plus d'informations

4 séquences
Niveau Intermédiaire

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Détails du cours

Déroulé

Week 1 - Basics of Forecasting Models
This module will discuss how to identify the necessary components of a forecasting model based on patterns in the history data. You will also be able to evaluate the performance of a forecasting model using both in-sample and out-of-sample metrics.
Week 2 - Customer Analytics: Predicting Individual Customer Behavior
"Meaningful Marketing Insights," This content will be familiar for learners who completed the first course; please think of this portion of the class as a review.
Week 3 - Managing Customer Equity: Linking Customer Analytics to Customer Value
This module will discuss managing customer equity, acquisition, retention, & market value, and customer valuation. You will learn how to decompose customer value into its underlying components.
Week 4 - Marketing Mix Modeling
A common task in developing forecasting models is to use them to make decisions regarding the marketing mix activity. With a marketing mix model, organizations can assess the efficacy of different marketing actions. Included is a sample of data for a popular f...

Prérequis

Aucun.

Intervenants

David Schweidel
Associate Professor of Marketing
Goizueta Business School

Éditeur

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.

Plateforme

Coursera est une entreprise numérique proposant des formations en ligne ouverte à tous fondée par les professeurs d'informatique Andrew Ng et Daphne Koller de l'université Stanford, située à Mountain View, Californie.

Ce qui la différencie le plus des autres plateformes MOOC, c'est qu'elle travaille qu'avec les meilleures universités et organisations mondiales et diffuse leurs contenus sur le web.

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