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.
提供：
マーケティング分析
バージニア大学（University of Virginia）
このコースについて
258,948 最近の表示
受講生の就業成果
45%
コース終了後に新しいキャリアをスタートした
28%
コースが具体的なキャリアアップにつながった
学習内容
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
習得するスキル
Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
受講生の就業成果
45%
コース終了後に新しいキャリアをスタートした
28%
コースが具体的なキャリアアップにつながった
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。
初級レベル
No prior experience needed to participate in and benefit from this course.
約24時間で修了
推奨：5 weeks of study, 2-6 hours/week
英語
字幕：英語
シラバス - 本コースの学習内容
2時間で修了
The Marketing Process
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時間で修了
10件のビデオ （合計35分）, 2 readings, 3 quizzes
10件のビデオ
Course Overview2 分
Why Marketing Analytics?4 分
Introduction to the Marketing Process2 分
Airbnb Marketing Process7 分
Airbnb's Strategic Challenge1 分
Airbnb's Marketing Strategy with Data3 分
Using Text Analytics3 分
Utilizing Data to Improve Marketing Strategy3 分
Takeaways: Improving the Marketing Process with Analytics3 分
2件の学習用教材
Course Overview & Requirements10 分
Use Discussion Forums to Deepen Your Learning10 分
3の練習問題
Practice Quiz on the Marketing Process15 分
Practice Quiz on Data Analytics Basics18 分
Week 1 Quiz: the Marketing Process33 分
5時間で修了
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時間で修了
12件のビデオ （合計46分）
12件のビデオ
Snapple and Brand Value5 分
Developing Brand Personality4 分
Brand Personality: Red Bull1 分
Developing Brand Architecture5 分
Brand Architecture: Red Bull3 分
Brand Architecture: Etch A Sketch2 分
Measuring Brand Value10 分
Measuring Brand Value: Key Points1 分
Revenue Premium as a Measure of Brand Equity5 分
Calculating Brand Value: Snapple5 分
Takeaways: Measuring Brand Value1 分
3の練習問題
Practice Quiz on Brand and Brand Architecture12 分
Practice Quiz on Calculating Brand Value24 分
Week 2 Quiz on Measuring Brand Assets30 分
2時間で修了
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時間で修了
11件のビデオ （合計45分）
11件のビデオ
Customer Lifetime Value (CLV)4 分
Customer Lifetime Value: Netflix2 分
Calculating CLV7 分
Understanding the CLV Formula2 分
Applying the CLV Formula: Netflix6 分
Extending the CLV Formula, Part 17 分
Extending the CLV Formula, Part 23 分
Using CLV to Make Decisions: IBM3 分
CLV: A Forward Looking Measure3 分
Takeaways: CLV1 分
2の練習問題
Practice Quiz on CLV30 分
Week 3 Quiz on CLV30 分
5時間で修了
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時間で修了
13件のビデオ （合計60分）, 3 readings, 5 quizzes
13件のビデオ
Determining Cause and Effect through Experiments3 分
Designing Basic Experiments6 分
Designing Before - After Experiments5 分
Designing Full Factorial Web Experiments4 分
Designing an Experiment: Etch A Sketch2 分
Analyzing an Experiment: Etch A Sketch8 分
Analyzing an Experiment: Betty Spaghetty5 分
Projecting Lift2 分
Calculating Projected Lift: Betty Spaghetty6 分
Pitfalls of Marketing Experiments: Betty Spaghetty3 分
Maximizing Effectiveness: Nanoblocks8 分
Takeaways: Marketing Experiments1 分
3件の学習用教材
Spreadsheet with Formulas10 分
Transformation of Marketing at the Ohio Art Company (abridged)15 分
MBTN Assessments10 分
4の練習問題
Practice Quiz 1 on Designing Experiments9 分
Practice Quiz 2 on Calculating Break Even and Lift12 分
Practice Quiz 3 on Projecting Lift9 分
Week 4: Marketing Experiments Quiz30 分
レビュー
4.6
マーケティング分析 からの人気レビュー
TSによりAug 10, 2019
Great Balance of Theory and Practical Understanding. Considering there is a lot of data generated in this world, this course is great to learn on the uses of data obtained from Marketing process
SSによりJun 29, 2018
A very good course. If you are a beginner, excellent knowledge gain. If you are a veteran, brilliant refreshing of important concepts and key market indicators. In short, a course worth doing.
PEによりMar 24, 2018
I have learnt a lot. Thanks a Lot to Mr.Rajkumar Venkatesan. Very clear explanation on each and every concept. I have learnt how to apply in real time with the real time data. Great Learning.
KPによりAug 11, 2019
I have reached week 4 of this class, and so far, this class has helped me a lot. It's not an intensive class, but for a beginner like me, this provides me with an overall grasp of the field.
GJによりJul 16, 2018
Professor Raj is very nice. He explains it way that it's very easy to comprehend and not too overwhelming in terminologies. It is very useful for my marketing career\n\nGood luck Prof Raj
BRによりJan 8, 2017
It's a very interesting course. demands study and it has some real life examples that may be really useful. Nevertheless, it could work on more actionable tools for the daily management.
SPによりJun 21, 2017
The course gives a very good outline to the basics of marketing analytics and its applications. Not time consuming and application oriented. Would recommend it definitely for starters.
NBによりDec 27, 2015
Very good course on Marketing Analytics. Especially good for someone looking to enter the field of marketing analtytics or for marketing managers who are trying to be more data driven.
HHによりApr 24, 2018
Great intro to marketing analytics, I wish it went into each topic a bit more in depth but it's just a 5 week course, so it's understandable. Enjoyable videos and easy to follow.
ASによりFeb 3, 2018
Loved the course content and the teaching methodology. Raj was witty and very patient in explaining the concept in-depth. The case studies and the quizzes were very useful.
DAによりApr 15, 2018
A thorough run down of Marketing Analytics. Helpful for learners like me with no previous Marketing experience. Experienced professionals might find this course too basic.
BによりJul 21, 2018
Very informative and interesting! Loved learning analytics. I built confidence in numbers. Amazing course,clears every little basic thing a person needs to start up with.
提供：
バージニア大学（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.
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