Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.
Offert par
Analyse marketing
Université de Virginie
À propos de ce cours
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Résultats de carrière des étudiants
45%
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Ce que vous allez apprendre
How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance
Compétences que vous acquerrez
Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
Résultats de carrière des étudiants
45%
ont commencé une nouvelle carrière après avoir terminé ce cours
28%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant
No prior experience needed to participate in and benefit from this course.
Approx. 24 heures pour terminer
Recommandé : 5 weeks of study, 2-6 hours/week
Anglais
Sous-titres : Anglais
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
The Marketing Process
Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
2 heures pour terminer
10 vidéos (Total 35 min), 2 lectures, 3 quiz
10 vidéos
Course Overview2 min
Why Marketing Analytics?4 min
Introduction to the Marketing Process2 min
Airbnb Marketing Process7 min
Airbnb's Strategic Challenge1 min
Airbnb's Marketing Strategy with Data3 min
Using Text Analytics3 min
Utilizing Data to Improve Marketing Strategy3 min
Takeaways: Improving the Marketing Process with Analytics3 min
2 lectures
Course Overview & Requirements10 min
Use Discussion Forums to Deepen Your Learning10 min
3 exercices pour s'entraîner
Practice Quiz on the Marketing Process15 min
Practice Quiz on Data Analytics Basics18 min
Week 1 Quiz: the Marketing Process33 min
5 heures pour terminer
Metrics for Measuring Brand Assets
Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!
5 heures pour terminer
12 vidéos (Total 46 min)
12 vidéos
Snapple and Brand Value5 min
Developing Brand Personality4 min
Brand Personality: Red Bull1 min
Developing Brand Architecture5 min
Brand Architecture: Red Bull3 min
Brand Architecture: Etch A Sketch2 min
Measuring Brand Value10 min
Measuring Brand Value: Key Points1 min
Revenue Premium as a Measure of Brand Equity5 min
Calculating Brand Value: Snapple5 min
Takeaways: Measuring Brand Value1 min
3 exercices pour s'entraîner
Practice Quiz on Brand and Brand Architecture12 min
Practice Quiz on Calculating Brand Value24 min
Week 2 Quiz on Measuring Brand Assets30 min
2 heures pour terminer
Customer Lifetime Value
How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.
2 heures pour terminer
11 vidéos (Total 45 min)
11 vidéos
Welcome to Week 31 min
Customer Lifetime Value (CLV)4 min
Customer Lifetime Value: Netflix2 min
Calculating CLV7 min
Understanding the CLV Formula2 min
Applying the CLV Formula: Netflix6 min
Extending the CLV Formula, Part 17 min
Extending the CLV Formula, Part 23 min
Using CLV to Make Decisions: IBM3 min
CLV: A Forward Looking Measure3 min
Takeaways: CLV1 min
2 exercices pour s'entraîner
Practice Quiz on CLV30 min
Week 3 Quiz on CLV30 min
5 heures pour terminer
Marketing Experiments
Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.
5 heures pour terminer
13 vidéos (Total 60 min), 3 lectures, 5 quiz
13 vidéos
Welcome to Week 41 min
Determining Cause and Effect through Experiments3 min
Designing Basic Experiments6 min
Designing Before - After Experiments5 min
Designing Full Factorial Web Experiments4 min
Designing an Experiment: Etch A Sketch2 min
Analyzing an Experiment: Etch A Sketch8 min
Analyzing an Experiment: Betty Spaghetty5 min
Projecting Lift2 min
Calculating Projected Lift: Betty Spaghetty6 min
Pitfalls of Marketing Experiments: Betty Spaghetty3 min
Maximizing Effectiveness: Nanoblocks8 min
Takeaways: Marketing Experiments1 min
3 lectures
Spreadsheet with Formulas10 min
Transformation of Marketing at the Ohio Art Company (abridged)15 min
MBTN Assessments10 min
4 exercices pour s'entraîner
Practice Quiz 1 on Designing Experiments9 min
Practice Quiz 2 on Calculating Break Even and Lift12 min
Practice Quiz 3 on Projecting Lift9 min
Week 4: Marketing Experiments Quiz30 min
Avis
4.6
Meilleurs avis pour ANALYSE MARKETING
par TSAug 10, 2019
Great Balance of Theory and Practical Understanding. Considering there is a lot of data generated in this world, this course is great to learn on the uses of data obtained from Marketing process
par SSJun 29, 2018
A very good course. If you are a beginner, excellent knowledge gain. If you are a veteran, brilliant refreshing of important concepts and key market indicators. In short, a course worth doing.
par PEMar 24, 2018
I have learnt a lot. Thanks a Lot to Mr.Rajkumar Venkatesan. Very clear explanation on each and every concept. I have learnt how to apply in real time with the real time data. Great Learning.
par KPAug 11, 2019
I have reached week 4 of this class, and so far, this class has helped me a lot. It's not an intensive class, but for a beginner like me, this provides me with an overall grasp of the field.
par GJJul 16, 2018
Professor Raj is very nice. He explains it way that it's very easy to comprehend and not too overwhelming in terminologies. It is very useful for my marketing career\n\nGood luck Prof Raj
par BRJan 8, 2017
It's a very interesting course. demands study and it has some real life examples that may be really useful. Nevertheless, it could work on more actionable tools for the daily management.
par NBDec 27, 2015
Very good course on Marketing Analytics. Especially good for someone looking to enter the field of marketing analtytics or for marketing managers who are trying to be more data driven.
par SPJun 21, 2017
The course gives a very good outline to the basics of marketing analytics and its applications. Not time consuming and application oriented. Would recommend it definitely for starters.
par HHApr 24, 2018
Great intro to marketing analytics, I wish it went into each topic a bit more in depth but it's just a 5 week course, so it's understandable. Enjoyable videos and easy to follow.
par ASFeb 3, 2018
Loved the course content and the teaching methodology. Raj was witty and very patient in explaining the concept in-depth. The case studies and the quizzes were very useful.
par DAApr 15, 2018
A thorough run down of Marketing Analytics. Helpful for learners like me with no previous Marketing experience. Experienced professionals might find this course too basic.
par BJul 21, 2018
Very informative and interesting! Loved learning analytics. I built confidence in numbers. Amazing course,clears every little basic thing a person needs to start up with.
Offert par
Université de Virginie
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
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