Description
Marketing Analytics published by Coursera Online University. Organizations large and small are inundated with data about consumer choices. But this wealth of information doesn’t always translate into better decisions. The challenge is how to interpret data, and marketers in particular should increasingly use analytics to inform and justify their decisions.
Marketing analytics allows marketers to measure, manage and analyze marketing performance to maximize effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can provide deep insights into customer preferences and trends that can be further leveraged for future marketing and sales decisions. Developed at the University of Virginia Darden School of Business, this course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments to evaluate and optimize marketing campaigns. You will leave the course with a deep understanding of how to use marketing analytics to predict results and systematically allocate resources.
What you will learn in Marketing Analytics:
- How to build and define brand architecture and how to measure the impact of marketing efforts on brand value over time
- How to measure customer lifetime value and use this information to evaluate strategic marketing alternatives.
- How to design essential experiences to evaluate your marketing efforts and best invest your marketing budget.
- How to run regressions, interpret results, check for confounding and bias, and distinguish between economic and statistical significance.
Course Specifications
Editor: Coursera
Instructors: Rajkumar Venkatesan
French language
Beginner level
institution/university: University of Virginia
Number of lessons: 5
Duration: 16 hours
Courses included:
Week 1
Leveraging User-Generated Content
Week 2
Metrics to measure brand assets
Week 3
Customer lifetime value
Week 4
Marketing experiences
Week 5
Regression Basics
Prerequisites for marketing analysis
Pictures
Marketing Analytics Introduction Video
Installation guide
After the clip, watch with your favorite reader.
english subtitles
Quality: 720p
Download link
File password(s): free download software
size
1 GB