About this course: 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. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.
Who is this class for: This course is ideal for learners who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns.
Taught by: Rajkumar Venkatesan, Bank of America Research Professor of Business Administration
Darden School of Business
| Commitment | 5 weeks of study, 2-6 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
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.
Incredible
everything is being explained and taught in a very systematic manner
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Very good course videos & materials. Practical & pragmatic ways to asses marketing performance is brought out in this course