Foundations of marketing analytics

Name: Foundations of marketing analytics
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Author: ESSEC Business School

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课程

英语

10 时

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来自www.coursera.org

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5 序列
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课程详情

教学大纲

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...

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讲师

Arnaud De Bruyn
Professor at ESSEC Business School
Marketing department

编辑

ESSEC商学院（École supérieure des sciences économiques et commerciales）（通常称为ESSEC商学院或ESSEC）是法国一所领先的商业和管理学院，成立于1907年，是一家非营利性协会（根据1901年法国法律），主校区位于Cergy。ESSEC在拉德芳斯、拉巴特和新加坡设有分校，特别是ESSEC全球工商管理学士和ESSEC高级工商管理硕士课程。

巴黎高等商学院由耶稣会会士创建，长期独立于任何工商会，1981 年归凡尔赛工商会管理，2013 年成为巴黎大区工商会。它是 CY 联盟（前身为巴黎塞纳大学）的成员。

ESSEC集团提供广泛的管理课程，特别是通过其 "Grande École Programme"，这是一个可获得硕士学位的研究生预备课程。它还提供工商管理学士（BBA）、专业硕士（MS）、工商管理硕士（MBA）和博士学位。