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約8時間で修了

推奨:8 hours/week...

英語

字幕:英語

習得するスキル

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約8時間で修了

推奨:8 hours/week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
26分で修了

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件のビデオ (合計16分), 1 reading
2件のビデオ
Setting up the environment and exploring the data (recital)12 分
1件の学習用教材
.R files and dataset10 分
2
1時間で修了

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件のビデオ (合計42分), 2 readings, 1 quiz
9件のビデオ
Hierarchical segmentation4 分
Selecting the "right" number of segments2 分
Segmentation variables1 分
Recency, frequency, and monetary value1 分
Computing recency, frequency and monetary value with R (Recital 1)8 分
Data transformation3 分
Preparing and transforming your data in R (Recital 2)3 分
Running a hierarchical segmentation in R (Recital 3)10 分
2件の学習用教材
Acxiom URL10 分
Instructions before starting the quiz 110 分
1の練習問題
Quiz module 1 - 20% of final grade10 分
3
1時間で修了

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件のビデオ (合計47分), 1 reading, 1 quiz
7件のビデオ
Developing a managerial segmentation3 分
Coding a managerial segmentation in R (Recital 1)17 分
Describing segments2 分
Segmenting a database retrospectively in R (Recital 2)6 分
Segments and revenue generation2 分
R tutorial (Recital 3)12 分
1件の学習用教材
Instructions before starting quiz 210 分
1の練習問題
Quiz module 2 - 20% of final grade10 分
4
1時間で修了

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件のビデオ (合計29分), 1 reading, 1 quiz
4件のビデオ
What you need to develop a scoring model2 分
Calibration data and statistical model5 分
Building a predictive model in R (Recital)18 分
1件の学習用教材
Instructions before starting quiz 310 分
1の練習問題
Quiz module 3 - 20% of final grade10 分
4.5
127件のレビューChevron Right

11%

コース終了後に新しいキャリアをスタートした

20%

コースが具体的なキャリアアップにつながった

17%

昇給や昇進につながった

人気のレビュー

by 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.

by 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.

講師

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

エセック・ビジネススクール(ESSEC Business School)について

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の専門講座について

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

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