Customer Data Analytics for Marketers

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Customer Data Analytics for Marketers

This course is part of Data Science for Marketing Specialization

Instructor: Tony Cox, Jr.

2,099 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

12 reviews

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

12 reviews

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Key statistical concepts and simple linear regression to improve data-driven marketing decisions.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

33 assignments

Taught in English

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This course is part of the Data Science for Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course introduces marketing data analytics, focusing on the crucial concepts of correlation and causality. Learners will explore statistical concepts and tools to analyze and interpret marketing data, leading to more informed and impactful marketing strategies. The course begins with core statistical concepts, such as standard deviation, variance, and normal distributions, in the context of marketing decisions. It shows how to visualize correlations and causal networks using techniques such as Structural Equation Modeling (SEM) and Path Analysis. The course discussions of analytics ethics, guiding participants to identify and avoid common pitfalls in data interpretation. This course is an invaluable resource for anyone looking to enhance their marketing strategies through trustworthy data-driven insights.

Dive into the world of marketing data analytics and discover how it revolutionizes customer understanding and business growth. Learn to differentiate between analytics types and develop reports that transform data into actionable marketing strategies, increasing customer lifetime value and business success.

What's included

7 videos7 readings7 assignments

7 videos Total 30 minutes

Course Overview 4 minutes
Types of Analytics 4 minutes
Descriptive Analytics with Scatter Plots 6 minutes
Augmenting Scatter Plots I 5 minutes
Augmenting Scatter Plots II 3 minutes
Data-Informed Decisions I 3 minutes
Data-Informed Decisions II 5 minutes

7 readings Total 53 minutes

A Note About Readings & R-Scripts 1 minute
A Note About Readings and R-Scripts 2 minutes
Customer Lifetime Value (LTV or CLV) 10 minutes
R-Scripts - Getting Started in R: Scatter Plots 10 minutes
LOESS 10 minutes
R-Scripts - Create and display k-means and PAM clusters 10 minutes
R-Scripts - Acquisition-Retention example 10 minutes

7 assignments Total 105 minutes

Course Overview Quiz 10 minutes
Types of Analytics Quiz 10 minutes
Descriptive Analytics with Scatter Plots Quiz 10 minutes
Augmenting Scatter Plots I Quiz 10 minutes
Data Informed Decisions I Quiz 10 minutes
Data Informed Decisions II Quiz 10 minutes
Module 1 Graded Quiz 45 minutes

Unlock the power of statistical concepts to drive smarter marketing decisions. This module empowers you with the skills to interpret data correctly, avoid common pitfalls, and apply critical thinking to uncover deeper insights from your marketing data.

What's included

7 videos6 readings7 assignments

7 videos Total 36 minutes

Improving Target Marketing 6 minutes
Comparing Treatments & Simpson's Paradox 4 minutes
Critical Thinking Questions I 4 minutes
Critical Thinking Questions II 7 minutes
Mean & Variance I 5 minutes
Mean & Variance II 4 minutes
Standard Deviations Least-Squares Regression 6 minutes

6 readings Total 60 minutes

Simpson’s Paradox and Critical Thinking About Data-driven Decisions 10 minutes
Background: Variance, normal distributions, probability models 10 minutes
R-Scripts - Mean and Standard Deviation of Price 10 minutes
R-Script - Mean squared error (MSE) 10 minutes
R-Scripts - Standard Deviations and ecdf 10 minutes
R-Script - Calculating Means and Variances 10 minutes

7 assignments Total 240 minutes

Improving Target Marketing Quiz 30 minutes
Comparing Treatments & Simpsons Paradox/Critical Thinking Questions I Quiz 45 minutes
Critical Thinking Questions II Quiz 30 minutes
Mean & Variance I Quiz 30 minutes
Mean & Variance II Quiz 30 minutes
Standard Deviations Least-Squares Regression Quiz 30 minutes
Module 2 Graded Quiz 45 minutes

Master key statistical techniques to elevate your marketing strategies. Learn hypothesis testing, understand correlations, and delve into regression analysis, all while maintaining ethical standards in analytics for credible, impactful results.

What's included

8 videos9 readings9 assignments

8 videos Total 43 minutes

Linear Correlation 6 minutes
Calculating Linear Correlation 4 minutes
R-Squared 5 minutes
Ordinal Correlations 4 minutes
Using Correlations to Test for Independence 8 minutes
The Logic of Null Hypothesis Testing 5 minutes
Trustworthy Hypothesis Testing 4 minutes
Recommended Tests for Independence 7 minutes

9 readings Total 160 minutes

Correlation 10 minutes
R-Script - Calculate Pearson’s Correlation 10 minutes
R-squared and Adjusted R-squared 30 minutes
Ordinal Correlations 20 minutes
Null Hypothesis Significance Testing (NHST) and p-values 30 minutes
R-Scripts - Hypothesis Testing: Kendall's Tau 10 minutes
Questionable research practices (QRPs) 30 minutes
R-Scripts - Recommended Tests for Independence 10 minutes
R-Scripts - Additional Visualizations & Calculations Related To Hypothesis Testing 10 minutes

9 assignments Total 285 minutes

Linear Correlation Quiz 30 minutes
Calculating Linear Correlation Quiz 15 minutes
R-Squared Quiz 30 minutes
Ordinal Correlation Quiz 30 minutes
Using Correlation to Test for Independence Quiz 30 minutes
The Logic of Null Hypothesis Testing Quiz 30 minutes
Trustworthy Hypothesis Testing Quiz 30 minutes
Recommended Tests for Independence Quiz 30 minutes
Module 3 Graded Quiz 60 minutes

Explore the intricate relationship between correlation and causality in marketing. Gain skills in advanced correlation analysis and Structural Equation Modeling (SEM) to make informed, data-driven decisions that effectively navigate the complexities of the marketing world.

What's included

9 videos3 readings10 assignments

9 videos Total 40 minutes

Visualizing Correlations: Heat Maps 3 minutes
Scatter Plots and Correlation Matrices 5 minutes
Correlation Networks 4 minutes
Structural Equation Models (SEMs) 5 minutes
Path Coefficients 5 minutes
Path Diagrams 5 minutes
Making Causal Predictions with Path Diagrams 4 minutes
Explanation, Prediction, & Model Validation 4 minutes
Limitations of Path Analysis 6 minutes

3 readings Total 55 minutes

Corrgrams 10 minutes
R-Scripts - Correlation and Causality 15 minutes
Path Analysis 30 minutes

10 assignments Total 320 minutes

Visualizing Correlations: Heat Maps Quiz 30 minutes
Scatter Plots and Correlation Matrices Quiz 30 minutes
Correlation Networks Quiz 30 minutes
Structural Equation Models (SEMs) Quiz 30 minutes
Path Coefficeients Quiz 30 minutes
Path Diagrams Quiz 30 minutes
Making Casual Predictions with Path Diagrams Quiz 30 minutes
Explanation, Prediction, & Model Validation Quiz 30 minutes
Limitations of Path Analysis Quiz 30 minutes
Module 4 Graded Quiz 50 minutes

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Instructor

Tony Cox, Jr.

University of Colorado System

4 Courses 2,651 learners

Offered by

University of Colorado System

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Reviewed on Jul 21, 2024

One of the best courses I have ever taken on Coursera. Looking forward to gaining even more knowledge by completing the other courses in the specialization.

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.