À propos de ce cours
4.5
424 notes
120 avis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 8 heures pour terminer

Recommandé : 7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais...

Compétences que vous acquerrez

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 8 heures pour terminer

Recommandé : 7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais...

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
26 minutes pour terminer

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, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements. ...
Reading
2 vidéos (Total 16 min), 1 lecture
Video2 vidéos
Setting up the environment and exploring the data (recital)12 min
Reading1 lecture
.R files and dataset10 min
Semaine
2
Heures pour terminer
1 heure pour terminer

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 lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover. ...
Reading
9 vidéos (Total 42 min), 2 lectures, 1 quiz
Video9 vidéos
Hierarchical segmentation4 min
Selecting the "right" number of segments2 min
Segmentation variables1 min
Recency, frequency, and monetary value1 min
Computing recency, frequency and monetary value with R (Recital 1)8 min
Data transformation3 min
Preparing and transforming your data in R (Recital 2)3 min
Running a hierarchical segmentation in R (Recital 3)10 min
Reading2 lectures
Acxiom URL10 min
Instructions before starting the quiz 110 min
Quiz1 exercice pour s'entraîner
Quiz module 1 - 20% of final grade10 min
Semaine
3
Heures pour terminer
1 heure pour terminer

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 companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so. ...
Reading
7 vidéos (Total 47 min), 1 lecture, 1 quiz
Video7 vidéos
Developing a managerial segmentation3 min
Coding a managerial segmentation in R (Recital 1)17 min
Describing segments2 min
Segmenting a database retrospectively in R (Recital 2)6 min
Segments and revenue generation2 min
R tutorial (Recital 3)12 min
Reading1 lecture
Instructions before starting quiz 210 min
Quiz1 exercice pour s'entraîner
Quiz module 2 - 20% of final grade10 min
Semaine
4
Heures pour terminer
1 heure pour terminer

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 customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for? ...
Reading
4 vidéos (Total 29 min), 1 lecture, 1 quiz
Video4 vidéos
What you need to develop a scoring model2 min
Calibration data and statistical model5 min
Building a predictive model in R (Recital)18 min
Reading1 lecture
Instructions before starting quiz 310 min
Quiz1 exercice pour s'entraîner
Quiz module 3 - 20% of final grade10 min
4.5
Orientation de carrière

17%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Promotion de carrière

25%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

par MKFeb 8th 2016

I was expecting a lot from this course. from basic to advanced fundamentals. this course should be floated as full specialization rather than as a part of other specialization.

Enseignant

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

À propos de ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

À propos de la Spécialisation Strategic Business Analytics

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business Analytics

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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