Acerca de este Curso
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Sugerido: 3 hours/week...

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100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel intermedio

Aprox. 10 horas para completar

Sugerido: 3 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
2 horas para completar

Basics of Forecasting Models

This module will discuss how to identify the necessary components of a forecasting model based on patterns in the history data. You will also be able to evaluate the performance of a forecasting model using both in-sample and out-of-sample metrics.

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4 videos (Total 33 minutos), 3 readings, 1 quiz
4 videos
Regression - Based Modeling10m
Examining the Residuals6m
Assessing Forecasting Performance4m
3 lecturas
Simple Forecasting Model Assignment1h
A Predictive Analytics Primer10m
Nowcasting: A Model for the Future of Marketing10m
1 ejercicio de práctica
Module 120m
Semana
2
5 horas para completar

Customer Analytics: Predicting Individual Customer Behavior

"Meaningful Marketing Insights," This content will be familiar for learners who completed the first course; please think of this portion of the class as a review.

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6 videos (Total 110 minutos), 5 readings, 1 quiz
6 videos
Business Decisions Drive Customer Choices9m
Illustrating Customer Acquisition in Excel11m
Timing Models in Marketing10m
Model for Retention Excel Demonstration29m
Kiwi Bubbles Exercise Excel Demonstration39m
5 lecturas
Read This First10m
Leveraging Customer Analytics: The Insurance Industry30m
Companies still struggle to unlock customer data analytics insight10m
Retention Exercise Instructions1h
Kiwi Bubbles Instructions1h
1 ejercicio de práctica
Module 220m
Semana
3
1 hora para completar

Managing Customer Equity: Linking Customer Analytics to Customer Value

This module will discuss managing customer equity, acquisition, retention, & market value, and customer valuation. You will learn how to decompose customer value into its underlying components.

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4 videos (Total 40 minutos), 2 readings
4 videos
Acquisition, Retention, & Market Value11m
Customer Valuation8m
Marketing to New & Current Customers9m
2 lecturas
What You Should Know About Customer Success Technology10m
Online Communities Foster Customer Loyalty10m
Semana
4
4 horas para completar

Marketing Mix Modeling

A common task in developing forecasting models is to use them to make decisions regarding the marketing mix activity. With a marketing mix model, organizations can assess the efficacy of different marketing actions. Included is a sample of data for a popular frozen food category. In addition to weekly sales and pricing, for the focal brand we have information on whether the product was featured in the store’s advertising (e.g., newspaper circular) and if the product was on display in the store. We also have pricing information from competitors. In this module, we will build a series of regression models to evaluate the impact of the brand’s actions and competitors’ actions.

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4 readings, 3 quizzes
4 lecturas
Marketing Mix Modeling15m
Instructions for Exercise30m
Instructions for Exercise30m
Instructions for Exercise30m
2 ejercicios de práctica
Conducting Exploratory Analysis Quiz10m
Building a Marketing Mix Model Quiz8m

Instructor

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David Schweidel

Associate Professor of Marketing
Goizueta Business School

Acerca de Universidad Emory

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity....

Acerca del programa especializado Foundations of Marketing Analytics

In this specialization you will learn how to: • Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem....
Foundations of Marketing Analytics

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.

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