Les infos clés
En résumé
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.
Le programme
- 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...
Les intervenants
Rajkumar Venkatesan
Ronald Trzcinski Professor of Business Administration
Darden School of Business
Le concepteur
L’université de Virginie (appelée aussi UVA, UVa, Virginia) se trouve sur la côte Est des États-Unis à Charlottesville, dans l'État de Virginie. C'est aussi un site inscrit depuis 1987 au patrimoine mondial de l’Humanité défini par l’UNESCO. L’université a été fondée en 1819 par Thomas Jefferson, l’auteur de la Déclaration d’indépendance et le troisième président américain.
L'université de Virginie est un établissement d'enseignement supérieur public réputé qui appartient au réseau Universitas 21. Toujours classée dans le top 25 des universités américaines, elle fait également partie des « Public Ivies », un réseau regroupant les meilleures universités publiques du pays, qui sont réputées dispenser un enseignement au niveau comparable à celui des établissements de la Ivy League.
La 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.
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.
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
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.
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.
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.
Really great introduction into online consumer behavior and general strategies for working with the data produced from it
