Learners will conduct an exploratory data analysis and examine pairwise relationships among different variables for a marketing analytics problem. At the conclusion of the course, learners will develop and test a predictive model to solve marketing analytics problems.
Programa Especializado - Foundations of Marketing Analytics
Inform Decision Making with Marketing Analytics. Leverage data and analytics to drive managerial decisions and marketing strategy
Sobre este Programa Especializado
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.
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Descripción general de los proyectos
- Intermediate Specialization.
- Some related experience required.
Meaningful Marketing InsightsPróxima sesión: Aug 20
- 5 weeks of study, 2-3 hours/week
Acerca del CursoWith marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight
Managing Uncertainty in Marketing AnalyticsPróxima sesión: Aug 20
Acerca del CursoMarketers must make the best decisions based on the information presented to them. Rarely will they have all the information necessary to predict what consumers will do with complete certainty. By incorporating uncertainty into the decisions that they
Forecasting Models for Marketing DecisionsPróxima sesión: Aug 27
Acerca del CursoHow will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape f
Survey analysis to Gain Marketing InsightsPróxima sesión: Aug 27
Acerca del CursoHow do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the trie
Introduction to Social Media AnalyticsPróxima sesión: Aug 27
Acerca del CursoSocial media not only provides marketers with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this session exposes learne
Marketing Analytics Capstone ProjectPróxima sesión: Sep 10
Sobre el Proyecto FinalThis capstone project will give you an opportunity to apply what we have covered in the Foundations of Marketing Analytics specialization. By the end of this capstone project, you will have conducted exploratory data analysis, examined pairwise relationships
Associate Professor of Marketing
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