About this Course
최근 조회 10,047

다음 전문 분야의 4개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 8시간 필요

권장: 8 hours/week...

영어

자막: 영어

귀하가 습득할 기술

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management

다음 전문 분야의 4개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 8시간 필요

권장: 8 hours/week...

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 26분 필요

Module 0 : Introduction to Foundation of Marketing Analytics

In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements.

...
2 videos (Total 16 min), 1 reading
1개의 읽기 자료
.R files and dataset10m
2
완료하는 데 1시간 필요

Module 1 : Statistical segmentation

In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover.

...
9 videos (Total 42 min), 2 readings, 1 quiz
9개의 동영상
Segmentation variables1m
Recency, frequency, and monetary value1m
Computing recency, frequency and monetary value with R (Recital 1)8m
Data transformation3m
Preparing and transforming your data in R (Recital 2)3m
Running a hierarchical segmentation in R (Recital 3)10m
2개의 읽기 자료
Acxiom URL10m
Instructions before starting the quiz 110m
1개 연습문제
Quiz module 1 - 20% of final grade10m
3
완료하는 데 1시간 필요

Module 2 : Managerial segmentation

Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so.

...
7 videos (Total 47 min), 1 reading, 1 quiz
7개의 동영상
Describing segments2m
Segmenting a database retrospectively in R (Recital 2)6m
Segments and revenue generation2m
R tutorial (Recital 3)12m
1개의 읽기 자료
Instructions before starting quiz 210m
1개 연습문제
Quiz module 2 - 20% of final grade10m
4
완료하는 데 1시간 필요

Module 3 : Targeting and scoring models

How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for?

...
4 videos (Total 29 min), 1 reading, 1 quiz
1개의 읽기 자료
Instructions before starting quiz 310m
1개 연습문제
Quiz module 3 - 20% of final grade10m
4.5
128개의 리뷰Chevron Right

11%

이 강좌를 수료한 후 새로운 경력 시작하기

20%

이 강좌를 통해 확실한 경력상 이점 얻기

17%

급여 인상 또는 승진하기

Foundations of marketing analytics의 최상위 리뷰

대학: KNApr 21st 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

대학: TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

강사

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

ESSEC 경영 대학원 정보

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

Strategic Business Analytics 전문 분야 정보

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business 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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