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.
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
1,311,521 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
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。
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16時間で修了
英語
字幕：英語
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
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
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。
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16時間で修了
英語
字幕：英語
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 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
マーケティング分析 からの人気レビュー
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.
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.☺
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.
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.
よくある質問
いつ講座や課題にアクセスできるようになりますか？
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
修了証を購入すると何を行えるようになりますか？
修了証を購入する際、コースのすべての教材（採点課題を含む）にアクセスできます。コースを完了すると、電子修了証が成果のページに追加されます。そこから修了証を印刷したり、LinkedInのプロフィールに追加したりできます。コースの内容の閲覧のみを希望する場合は、無料でコースを聴講できます。
返金ポリシーについて教えてください。
支払日から2週間後、または（開始直後のコースの場合は）コースの最初のセッションが開始されてから2週間後の、いずれかの遅い日付の期間までが全額の返金の対象となります。コースの修了証を取得した後は、2週間以内にコースを完了した場合でも返金することはできません。返金ポリシーをすべて表示します。
学資援助はありますか？
はい。受講料の支払いが難しい受講生に、Coursera（コーセラ）は学資援助を提供しています。左側の［登録］ボタンの下にある［学資援助］のリンクをクリックして申請してください。申請書の入力を促すメッセージが表示され、承認されると通知が届きます。詳細。
コースを修了することで大学の単位は付与されますか？
このコースでは大学の単位は付与されませんが、一部の大学ではコース修了証を単位として承認する場合があります。詳細については、大学にお問い合わせください。Coursera（コーセラ）のオンライン学位および Mastertrack™証明書は、大学の単位を取得する機会を提供します。
さらに質問がある場合は、受講者向けヘルプセンターにアクセスしてください。
