This course introduces students to the science of business analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide businesses and managers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the ideal analytic tool for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data; and utilize data in decision making for their agencies, organizations or clients.
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Applying Data Analytics in Marketing
Université de l'Illinois à Urbana-ChampaignÀ propos de ce cours
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Certificat partageable
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100 % en ligne
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Dates limites flexibles
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Niveau intermédiaire
Approx. 17 heures pour terminer
Anglais
Sous-titres : Anglais
Compétences que vous acquerrez
Data AnalysisAnalyticsMarketingMarketing Analytics
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire
Approx. 17 heures pour terminer
Anglais
Sous-titres : Anglais
Offert par
Université de l'Illinois à Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Commencez à travailler pour obtenir votre master
Ce cours fait partie du diplôme intégralement en ligne Master of Science in Accountancy (iMSA) de Université de l'Illinois à Urbana-Champaign.
Si vous êtes admis(e) au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
Programme du cours : ce que vous apprendrez dans ce cours
7 heures pour terminer
Course Introduction
With the first module, we will measure and identify satisfied customers to adjust product or service accordingly. To measure the customer satisfaction we will measure expectations, performance and disconfirmation of the offered product or service. We will also provide an overview of marketing analytics used to gauge the effectiveness of different marketing activities. Finally, we will go through measurement and scaling techniques.
7 heures pour terminer
13 vidéos (Total 82 min), 5 lectures, 5 quiz
13 vidéos
Instructor Bio: Joseph Yun ***1 min
Interview with Monica Penagos – MOOC intro8 min
Module 1 Overview ***25s
Interview with Monica Penagos – Intro to Customer Satisfaction1 min
Lesson 1-1.1 Introduction to Marketing Analytics and Customer Satisfaction5 min
Lesson 1-2.1 Customer Satisfaction12 min
Lesson 1-3.1 Measurements and Scaling Techniques – Introduction3 min
Lesson 1-3.2 Measurements and Scaling Techniques – Primary Scales of Measurement11 min
Lesson 1-3.3 Measurement and Scaling Techniques – Comparative Scaling ***8 min
Lesson 1-3.4 Measurements and Scaling Techniques – Non-Comparative Scaling9 min
Lesson 1-4.1 Experiment Design: Key Concepts9 min
Lesson 1-4.2 Experiment Design: Controlling for Experimental Errors8 min
5 lectures
Syllabus30 min
About the Discussion Forums10 min
Glossary10 min
Module 1 Overview20 min
Module 1 Readings & Files1h 30min
5 exercices pour s'entraîner
Orientation Quiz30 min
Lesson 1-1 Practice Quiz30 min
Lesson 1-2 Practice Quiz30 min
Lesson 1-3 Practice Quiz30 min
Module 1 Graded Quiz30 min
4 heures pour terminer
Module 2
We will explore the marketing world through process of A/B testing, design of experiments, data analysis, and hypothesis testing. Next, we study Analysis of Variance (ANOVA) which is used to determine significant differences between two or more categorical groups. We will study ANOVA’s assumptions, test inference and different types of ANOVA. We also spend some time in designing experiments.
4 heures pour terminer
9 vidéos (Total 78 min), 2 lectures, 4 quiz
9 vidéos
Interview with Monica Penagos – A/B Testing and ANOVA in Practice2 min
Lesson 2-1.1 A/B Testing: Introduction11 min
Lecture 2-1.2 A/B Testing: Types of Tests7 min
Lesson 2-1.3 A/B Testing: R Example10 min
Lesson 2-2.1 ANOVA – Introduction14 min
Lesson 2-2.2 One-Way ANOVA – Insect Spray Example8 min
Lesson 2-2.3 One-Way ANOVA – Insect Spray Example in R10 min
Lesson 2-2.4 Two-Way ANOVA – Tooth Growth Example11 min
2 lectures
Module 2 Overview20 min
Module 2 Readings & Files7 min
3 exercices pour s'entraîner
Lesson 2-1 Practice Quiz30 min
Lesson 2-2 Practice Quiz30 min
Module 2 Graded Quiz30 min
3 heures pour terminer
Module 3
We will learn about the Binary Outcome model using Logit function. Logistic regression is used when the dependent variable has a binary outcome. We will also review linear regression, which is used when the dependent variable has a continuous outcome.
3 heures pour terminer
6 vidéos (Total 47 min), 2 lectures, 2 quiz
6 vidéos
Interview with Monica Penagos – Choice Models in Practice2 min
Lesson 3-1.1 Binary Outcome Model – Logit Model12 min
Lesson 3-1.2 Binary Outcome Model – Logit Model Example 111 min
Lesson 3-1.3 Binary Outcome Model – Logit Model Example 27 min
Lesson 3-1.4 Introduction to Forecasting: Linear Regression13 min
2 lectures
Module 3 Overview20 min
Module 3 Readings & Files30 min
2 exercices pour s'entraîner
Lesson 3-1 Practice Quiz30 min
Module 3 Graded Quiz30 min
3 heures pour terminer
Module 4
We will learn an introduction to text analytics for marketing and how we can use tools, such as the Social Media Macroscope, to find insights about consumer responses within the realm of marketing.
3 heures pour terminer
7 vidéos (Total 66 min), 2 lectures, 3 quiz
7 vidéos
Lesson 4-1.1 Introduction to Text Summarization8 min
Lesson 4-1.2 Introduction to the Social Media Macroscope (SMM)13 min
Lesson 4-1.3 N-gram Frequency Count and Phrase Mining17 min
Lesson 4-2.1 LDA Topic Modeling12 min
Lesson 4-2.2 Machine-Learned Classification and Semantic Topic Tagging11 min
Course Summary: Applying Data Analytics in Marketing1 min
2 lectures
Module 4 Overview20 min
Module 4 Readings & Files30 min
3 exercices pour s'entraîner
Lesson 4-1 Practice Quiz30 min
Lesson 4-2 Practice Quiz30 min
Module 4 Graded Quiz30 min
Avis
Meilleurs avis pour APPLYING DATA ANALYTICS IN MARKETING
par MY2 nov. 2019
it was a perfect course , which gave me the full picture of how to make a marketing testing and evaluation
par KK25 août 2020
Very informative and nice presentation and interactive sessions.
par YC6 juil. 2020
If the peer reviews were done faster it would be better
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