With 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 into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices).
이 강좌는 Foundations of Marketing Analytics 전문 분야의 일부입니다.
Meaningful Marketing Insights
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About this Course
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다음 전문 분야의 6개 강좌 중 1번째 강좌:
유동적 마감일
중급 단계
완료하는 데 약 11시간 필요
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귀하가 습득할 기술
학습자 경력 결과
50%
20%
공유 가능한 수료증
100% 온라인
다음 전문 분야의 6개 강좌 중 1번째 강좌:
유동적 마감일
중급 단계
완료하는 데 약 11시간 필요
영어
제공자:
에모리대학교
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.
강의 계획 - 이 강좌에서 배울 내용
Meet Dr. Schweidel & Course Overview
In this module, students will be introduced to the instructor, Dr. David Schweidel and get and overview of the course.
Exploring your Data with Visualization and Descriptive Statistics, Part 1
Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.
Exploring your Data with Visualization and Descriptive Statistics, Part 2
Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.
Regression Analysis for Marketing Data
In this module, you will be asked to determine the appropriate type of regression for different types of marketing data and will perform regression analysis to assess the impact of marketing actions on outcomes of interest, such as sales, traffic, and brand choices. You will also be asked to interpret regression output to understand overall model performance and importance of different predictors, as well as make predictions using the appropriate regression model.
검토
4.3
MEANINGFUL MARKETING INSIGHTS의 최상위 리뷰
Sometimes a bit heavy on the math but overall a very good analysis of how data and analytics are applied to real world marketing scenarios. One of the best structured courses I've taken on Coursera.
It was an amazing course. But i found some of the statistical models difficult to understand so needed to go back and review my statistics a bit to grapple with it. Overall, a brilliant course.
Very useful. I highly recommend it. Great Excel exercises, many ways to practice it and learn it.\n\nProfessor Schweidel is remarkable and makes complicated topics clear and easy!
The last 2 video lectures: Customer Valuation Excel Demonstration and Inventory Management Excel Demonstrationm were very well explained and taught me something new and useful.
Excellent course! Very hands on with right level of theory and application. Prof. Schweidel is obviously an expert in this field.
This course went in depth into some excel functions used for analyzing sales and marketing data, really thought it was useful.
This course is a must for anyone who is serious about learning about data driven marketing and gleaning practical insights.
One of the best courses on analytics. You will use excel, real data, and your own insights. It's a package.
well explained. It would be more good if an entirely new worksheet is given for work at the end of course
Some notions introduced too fast and with little explanations. Overall very interesting and applicable.
Great content. The hands-on approach and the use of actual tools with basic software are just great.
This course provided practical hands-on approach to understanding basics of marketing forecasting.
Had to adapt some formulas to my Excel version, otherwise. Very clearly explained!
Very interesting course with lots of career pertinent information and learning.
Excellent lectures and content throughout the course.
Foundations of Marketing Analytics 전문 분야 정보
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