À propos de ce cours
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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

Ce que vous allez apprendre

  • Check

    How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

  • Check

    How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives

  • Check

    How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively

  • Check

    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

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

Semaine
1
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.

...
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
Semaine
2
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!

...
12 vidéos (Total 46 min), 4 quiz
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
Semaine
3
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.

...
11 vidéos (Total 45 min), 2 quiz
11 vidéos
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
Semaine
4
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.

...
13 vidéos (Total 60 min), 3 lectures, 5 quiz
13 vidéos
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
4.6
228 avisChevron Right

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a commencé une nouvelle carrière après avoir terminé ces cours

25%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Principaux examens pour Analyse marketing

par SSJun 30th 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 25th 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.

Enseignant

Avatar

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

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Foire Aux Questions

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  • Lorsque vous achetez un Certificat, vous bénéficiez d'un accès à tout le contenu du cours, y compris les devoirs notés. Lorsque vous avez terminé et réussi le cours, votre Certificat électronique est ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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