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.
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Analyse marketing
Université de VirginieÀ propos de ce cours
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Niveau débutant
No prior experience needed to participate in and benefit from this course.
Approx. 16Â heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Coréen, Allemand, Russe, Anglais, Espagnol
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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 Experiments
- Customer Lifetime Value
- Regression Analysis
- Marketing Analytics
- Brand Equity
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Niveau débutant
No prior experience needed to participate in and benefit from this course.
Approx. 16Â heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Coréen, Allemand, Russe, Anglais, Espagnol
Votre entreprise pourrait-elle bénéficier de la formation des employés à des compétences recherchées ?
Essayez Coursera pour les affaires
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.
Programme de cours : ce que vous apprendrez dans ce cours
2Â heures pour terminer
Leveraging User Generated Content
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.
2Â heures pour terminer
10 vidéos (Total 35 min), 2 lectures, 3 quiz
5Â 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!
5Â heures pour terminer
12 vidéos (Total 46 min)
2Â 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.
2Â heures pour terminer
11 vidéos (Total 45 min)
5Â 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.
5Â heures pour terminer
13 vidéos (Total 60 min), 3 lectures, 5 quiz
Avis
- 5 stars75,18Â %
- 4 stars19,45Â %
- 3 stars2,77Â %
- 2 stars0,83Â %
- 1 star1,74Â %
Meilleurs avis pour ANALYSE MARKETING
par PE24 mars 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 RR11 mai 2020
A must learn and it is totally worth it. Level is east to medium. The concepts like CLV , Regression and others are explained in best way . 100% recommended for MBA or equivalent students.
par RN31 mai 2020
Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.
par AG10 mai 2020
Great course.Coursera provides wonderful opportunity for analytics learners through the course.Well designed course packed with assignments.Just Loved every lessons of the course.Thank you Coursera.☺
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