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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Résultats de carrière des étudiants
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28%
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Obtenez un Certificat lorsque vous terminez
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Niveau débutant
No prior experience needed to participate in and benefit from this course.
Approx. 16 heures pour terminer
Anglais
Sous-titres : Anglais
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
Certificat partageable
Obtenez un Certificat lorsque vous terminez
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. 16 heures pour terminer
Anglais
Sous-titres : Anglais
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 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
Meilleurs avis pour ANALYSE MARKETING
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.☺
par SW7 mai 2020
This was a good and challenging course. It really gave me the basic foundations of marketing. It challenged me to think and I enjoyed the projects that were incorporated to give hands on training.
par SC17 avr. 2020
It was very helpful for my marketing career.The interview with the real world marketing experts at the end of the course also helps and encourages a lot. Thanks to Raj Venkatesan sir for his effort.
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.
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