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
182,408 最近の表示
受講生の就業成果
10%
コース終了後に新しいキャリアをスタートした
13%
コースが具体的なキャリアアップにつながった
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。
共有できる証明書
修了時に証明書を取得
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。
初級レベル
No prior experience needed to participate in and benefit from this course.
約16時間で修了
英語
字幕：アラビア語, フランス語, ポルトガル語（ヨーロッパ）, イタリア語, ベトナム語, ドイツ語, ロシア語, 英語, スペイン語
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
10%
コース終了後に新しいキャリアをスタートした
13%
コースが具体的なキャリアアップにつながった
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。
共有できる証明書
修了時に証明書を取得
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。
初級レベル
No prior experience needed to participate in and benefit from this course.
約16時間で修了
英語
字幕：アラビア語, フランス語, ポルトガル語（ヨーロッパ）, イタリア語, ベトナム語, ドイツ語, ロシア語, 英語, スペイン語
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.
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 学習用教材, 3 個のテスト
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）
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）
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 学習用教材, 5 個のテスト
レビュー
マーケティング分析 からの人気レビュー
AGにより2020年5月10日
Great course.Coursera provides wonderful opportunity for analytics learners through the course.Well designed course packed with assignments.Just Loved every lessons of the course.Thank you Coursera.☺
SWにより2020年5月7日
This was a good and challenging course. It really gave me the basic foundations of marketing. It challenged me to think and I enjoyed the projects that were incorporated to give hands on training.
SCにより2020年4月17日
It was very helpful for my marketing career.The interview with the real world marketing experts at the end of the course also helps and encourages a lot. Thanks to Raj Venkatesan sir for his effort.
RNにより2020年5月31日
Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.
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