About this Course
4.3
44개의 평가
5개의 리뷰

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 10시간 필요

권장: 3 hours/week...

영어

자막: 영어

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

중급 단계

완료하는 데 약 10시간 필요

권장: 3 hours/week...

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

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....
4 videos (Total 33 min), 3 readings, 1 quiz
4개의 동영상
Regression - Based Modeling10m
Examining the Residuals6m
Assessing Forecasting Performance4m
3개의 읽기 자료
Simple Forecasting Model Assignment
A Predictive Analytics Primer10m
Nowcasting: A Model for the Future of Marketing10m
1개 연습문제
Module 120m
2
완료하는 데 5시간 필요

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....
6 videos (Total 110 min), 5 readings, 1 quiz
6개의 동영상
Business Decisions Drive Customer Choices9m
Illustrating Customer Acquisition in Excel11m
Timing Models in Marketing10m
Model for Retention Excel Demonstration29m
Kiwi Bubbles Exercise Excel Demonstration39m
5개의 읽기 자료
Read This First10m
Leveraging Customer Analytics: The Insurance Industry30m
Companies still struggle to unlock customer data analytics insight10m
Retention Exercise Instructions
Kiwi Bubbles Instructions
1개 연습문제
Module 220m
3
완료하는 데 1시간 필요

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....
4 videos (Total 40 min), 2 readings
4개의 동영상
Acquisition, Retention, & Market Value11m
Customer Valuation8m
Marketing to New & Current Customers9m
2개의 읽기 자료
What You Should Know About Customer Success Technology10m
Online Communities Foster Customer Loyalty10m
4
완료하는 데 4시간 필요

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....
4 readings, 3 quizzes
4개의 읽기 자료
Marketing Mix Modeling15m
Instructions for Exercise30m
Instructions for Exercise30m
Instructions for Exercise30m
2개 연습문제
Conducting Exploratory Analysis Quiz10m
Building a Marketing Mix Model Quiz8m

강사

Avatar

David Schweidel

Associate Professor of Marketing
Goizueta Business School

에모리대학교 정보

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....

Foundations of Marketing Analytics 전문 분야 정보

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

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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