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.
ofrecido por
Análisis de marketing
Universidad de Virginia
Acerca de este Curso
258,948 vistas recientes
Resultados profesionales del estudiante
45%
comenzó una nueva carrera después de completar estos cursos
28%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Qué aprenderás
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
Habilidades que obtendrás
Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
Resultados profesionales del estudiante
45%
comenzó una nueva carrera después de completar estos cursos
28%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
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 principiante
No prior experience needed to participate in and benefit from this course.
Aprox. 24 horas para completar
Sugerido: 5 weeks of study, 2-6 hours/week
Inglés (English)
Subtítulos: Inglés (English)
ofrecido por
Universidad de Virginia
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.
Programa - Qué aprenderás en este curso
2 horas para completar
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 horas para completar
10 videos (Total 35 minutos), 2 lecturas, 3 cuestionarios
10 videos
Course Overview2m
Why Marketing Analytics?4m
Introduction to the Marketing Process2m
Airbnb Marketing Process7m
Airbnb's Strategic Challenge1m
Airbnb's Marketing Strategy with Data3m
Using Text Analytics3m
Utilizing Data to Improve Marketing Strategy3m
Takeaways: Improving the Marketing Process with Analytics3m
2 lecturas
Course Overview & Requirements10m
Use Discussion Forums to Deepen Your Learning10m
3 ejercicios de práctica
Practice Quiz on the Marketing Process15m
Practice Quiz on Data Analytics Basics18m
Week 1 Quiz: the Marketing Process33m
5 horas para completar
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 horas para completar
12 videos (Total 46 minutos)
12 videos
Snapple and Brand Value5m
Developing Brand Personality4m
Brand Personality: Red Bull1m
Developing Brand Architecture5m
Brand Architecture: Red Bull3m
Brand Architecture: Etch A Sketch2m
Measuring Brand Value10m
Measuring Brand Value: Key Points1m
Revenue Premium as a Measure of Brand Equity5m
Calculating Brand Value: Snapple5m
Takeaways: Measuring Brand Value1m
3 ejercicios de práctica
Practice Quiz on Brand and Brand Architecture12m
Practice Quiz on Calculating Brand Value24m
Week 2 Quiz on Measuring Brand Assets30m
2 horas para completar
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 horas para completar
11 videos (Total 45 minutos)
11 videos
Customer Lifetime Value (CLV)4m
Customer Lifetime Value: Netflix2m
Calculating CLV7m
Understanding the CLV Formula2m
Applying the CLV Formula: Netflix6m
Extending the CLV Formula, Part 17m
Extending the CLV Formula, Part 23m
Using CLV to Make Decisions: IBM3m
CLV: A Forward Looking Measure3m
Takeaways: CLV1m
2 ejercicios de práctica
Practice Quiz on CLV30m
Week 3 Quiz on CLV30m
5 horas para completar
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 horas para completar
13 videos (Total 60 minutos), 3 lecturas, 5 cuestionarios
13 videos
Determining Cause and Effect through Experiments3m
Designing Basic Experiments6m
Designing Before - After Experiments5m
Designing Full Factorial Web Experiments4m
Designing an Experiment: Etch A Sketch2m
Analyzing an Experiment: Etch A Sketch8m
Analyzing an Experiment: Betty Spaghetty5m
Projecting Lift2m
Calculating Projected Lift: Betty Spaghetty6m
Pitfalls of Marketing Experiments: Betty Spaghetty3m
Maximizing Effectiveness: Nanoblocks8m
Takeaways: Marketing Experiments1m
3 lecturas
Spreadsheet with Formulas10m
Transformation of Marketing at the Ohio Art Company (abridged)15m
MBTN Assessments10m
4 ejercicios de práctica
Practice Quiz 1 on Designing Experiments9m
Practice Quiz 2 on Calculating Break Even and Lift12m
Practice Quiz 3 on Projecting Lift9m
Week 4: Marketing Experiments Quiz30m
Revisiones
Principales revisiones sobre ANÁLISIS DE MARKETING
por TSAug 10, 2019
Great Balance of Theory and Practical Understanding. Considering there is a lot of data generated in this world, this course is great to learn on the uses of data obtained from Marketing process
por SSJun 29, 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.
por PEMar 24, 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.
por KPAug 11, 2019
I have reached week 4 of this class, and so far, this class has helped me a lot. It's not an intensive class, but for a beginner like me, this provides me with an overall grasp of the field.
por GJJul 16, 2018
Professor Raj is very nice. He explains it way that it's very easy to comprehend and not too overwhelming in terminologies. It is very useful for my marketing career\n\nGood luck Prof Raj
por BRJan 8, 2017
It's a very interesting course. demands study and it has some real life examples that may be really useful. Nevertheless, it could work on more actionable tools for the daily management.
por NBDec 27, 2015
Very good course on Marketing Analytics. Especially good for someone looking to enter the field of marketing analtytics or for marketing managers who are trying to be more data driven.
por SPJun 21, 2017
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.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
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.
¿Qué recibiré si compro el Certificado?
Cuando compras un Certificado, obtienes acceso a todos los materiales del curso, incluidas las tareas calificadas. Una vez que completes el curso, 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 participar del curso como oyente sin costo.
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