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.
Offered By
Marketing Analytics
University of VirginiaAbout this Course
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Shareable Certificate
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Beginner Level
No prior experience needed to participate in and benefit from this course.
Approx. 16 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, Korean, German, Russian, English, Spanish
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessWhat you will learn
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
Skills you will gain
- Marketing Experiments
- Customer Lifetime Value
- Regression Analysis
- Marketing Analytics
- Brand Equity
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Beginner Level
No prior experience needed to participate in and benefit from this course.
Approx. 16 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, Korean, German, Russian, English, Spanish
Could your company benefit from training employees on in-demand skills?
Try Coursera for Business
Offered by
University of 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.
Syllabus - What you will learn from this course
2 hours to complete
Leveraging User Generated Content
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 hours to complete
10 videos (Total 35 min), 2 readings, 3 quizzes
5 hours to complete
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 hours to complete
12 videos (Total 46 min)
2 hours to complete
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 hours to complete
11 videos (Total 45 min)
5 hours to complete
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 hours to complete
13 videos (Total 60 min), 3 readings, 5 quizzes
Reviews
- 5 stars75.19%
- 4 stars19.45%
- 3 stars2.77%
- 2 stars0.83%
- 1 star1.74%
TOP REVIEWS FROM MARKETING ANALYTICS
by SADec 24, 2020
I just realised that the marketing courses that I got during I was in college 15 years ago has changed a lot. I learnt about marketing strategy in the digital era. The lesson is easy to understand.
by RRMay 11, 2020
A must learn and it is totally worth it. Level is east to medium. The concepts like CLV , Regression and others are explained in best way . 100% recommended for MBA or equivalent students.
by SNMay 30, 2020
This is a very nice course that takes you through some interesting analytics concept - there is a good deal of problem solving or quantitatives involved which as marketers we need to get used to.
by SGApr 24, 2020
This is a great and engaging course to learn about brand equity, brand architecture, CLV, marketing experiments and regression analysis. However, not a complete guide for marketing analytics.
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