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Foundations of marketing analytics, Ecole de commerce ESSEC

4.5
453 notes
127 avis

À propos de ce cours

Who is this course for? This course is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. For example, it may be suited to experienced statisticians, analysts, engineers who want to move more into a business role, in particular in marketing. You will find this course exciting and rewarding if you already have a background in statistics, can use R or another programming language and are familiar with databases and data analysis techniques such as regression, classification, and clustering. However, it contains a number of recitals and R Studio tutorials which will consolidate your competences, enable you to play more freely with data and explore new features and statistical functions in R. Business Analytics, Big Data and Data Science are very hot topics today, and for good reasons. Companies are sitting on a treasure trove of data, but usually lack the skills and people to analyze and exploit that data efficiently. Those companies who develop the skills and hire the right people to analyze and exploit that data will have a clear competitive advantage. It's especially true in one domain: marketing. About 90% of the data collected by companies today are related to customer actions and marketing activities.The domain of Marketing Analytics is absolutely huge, and may cover fancy topics such as text mining, social network analysis, sentiment analysis, real-time bidding, online campaign optimization, and so on. But at the heart of marketing lie a few basic questions that often remain unanswered: (1) who are my customers, (2) which customers should I target and spend most of my marketing budget on, and (3) what's the future value of my customers so I can concentrate on those who will be worth the most to the company in the future. That's exactly what this course will cover: segmentation is all about understanding your customers, scorings models are about targeting the right ones, and customer lifetime value is about anticipating their future value. These are the foundations of Marketing Analytics. And that's what you'll learn to do in this course....

Meilleurs avis

par KN

Apr 21, 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

par TB

Dec 02, 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.

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124 avis

par Nino Požar

May 24, 2019

Great course to gain VERY valuable knowledge in marketing analytics. It's great that they provide you with R scripts that you can use anytime to remind yourself of the analysis. All in all, a highly recommendable course for anyone with data science skills willing to apply them in the field of business analytics.

par KE NA

Apr 21, 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

par Maurício Calcagnotto Garcia

Apr 17, 2019

Excellent intro course to the nuts and bolts of data-driven marketing

par Mohamed Gahbiche

Mar 17, 2019

This course teaches a lot about customer analysis !

par Ana Oliveira

Jan 30, 2019

Content was exactly what I was looking for, it was very well delivered and explained.

par Oscar Manuel Pazos Leon

Jan 30, 2019

Very helpful course, it was very clear and concise. The tools provided are relevant and overall the course fulfilled my expectations .

par Ponciano Rincón

Dec 31, 2018

Great course, covers a lot of practical applications.

par Vardaan gautam

Dec 22, 2018

The course had a great flow and the instructions were on point for each video.

par Andre Augusto Cesta

Nov 12, 2018

Arnaud rocks.

par Atitachat Kamsuti

Nov 04, 2018

I would like to know more study case it is would be more benefit for whoes enroll