Customer Data Analytics for Marketers

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Customer Data Analytics for Marketers

This course is part of Data Science for Marketing Specialization

Instructor: Tony Cox, Jr.

2,352 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

13 reviews

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

4 modules

Gain insight into a topic and learn the fundamentals.

13 reviews

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

What you'll learn

Key statistical concepts and simple linear regression to improve data-driven marketing decisions.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

33 assignments

Taught in English

Flexible schedule

Learn at your own pace

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This course is part of the Data Science for Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Develop job-relevant skills with hands-on projects
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There are 4 modules in this course

This course introduces marketing data analytics, focusing on the crucial concepts of correlation and causality. Learners will explore statistical concepts and tools to analyze and interpret marketing data, leading to more informed and impactful marketing strategies. The course begins with core statistical concepts, such as standard deviation, variance, and normal distributions, in the context of marketing decisions. It shows how to visualize correlations and causal networks using techniques such as Structural Equation Modeling (SEM) and Path Analysis. The course discussions of analytics ethics, guiding participants to identify and avoid common pitfalls in data interpretation. This course is an invaluable resource for anyone looking to enhance their marketing strategies through trustworthy data-driven insights.

Dive into the world of marketing data analytics and discover how it revolutionizes customer understanding and business growth. Learn to differentiate between analytics types and develop reports that transform data into actionable marketing strategies, increasing customer lifetime value and business success.

What's included

7 videos7 readings7 assignments

7 videosTotal 30 minutes

Course Overview4 minutes
Types of Analytics4 minutes
Descriptive Analytics with Scatter Plots6 minutes
Augmenting Scatter Plots I5 minutes
Augmenting Scatter Plots II3 minutes
Data-Informed Decisions I3 minutes
Data-Informed Decisions II5 minutes

7 readingsTotal 53 minutes

A Note About Readings & R-Scripts1 minute
A Note About Readings and R-Scripts2 minutes
Customer Lifetime Value (LTV or CLV)10 minutes
R-Scripts - Getting Started in R: Scatter Plots10 minutes
LOESS10 minutes
R-Scripts - Create and display k-means and PAM clusters10 minutes
R-Scripts - Acquisition-Retention example10 minutes

7 assignmentsTotal 105 minutes

Module 1 Graded Quiz45 minutes
Course Overview Quiz10 minutes
Types of Analytics Quiz10 minutes
Descriptive Analytics with Scatter Plots Quiz10 minutes
Augmenting Scatter Plots I Quiz10 minutes
Data Informed Decisions I Quiz10 minutes
Data Informed Decisions II Quiz10 minutes

Unlock the power of statistical concepts to drive smarter marketing decisions. This module empowers you with the skills to interpret data correctly, avoid common pitfalls, and apply critical thinking to uncover deeper insights from your marketing data.

What's included

7 videos6 readings7 assignments

7 videosTotal 36 minutes

Improving Target Marketing6 minutes
Comparing Treatments & Simpson's Paradox4 minutes
Critical Thinking Questions I4 minutes
Critical Thinking Questions II7 minutes
Mean & Variance I5 minutes
Mean & Variance II4 minutes
Standard Deviations Least-Squares Regression6 minutes

6 readingsTotal 60 minutes

Simpson’s Paradox and Critical Thinking About Data-driven Decisions10 minutes
Background: Variance, normal distributions, probability models10 minutes
R-Scripts - Mean and Standard Deviation of Price10 minutes
R-Script - Mean squared error (MSE)10 minutes
R-Scripts - Standard Deviations and ecdf10 minutes
R-Script - Calculating Means and Variances10 minutes

7 assignmentsTotal 240 minutes

Module 2 Graded Quiz45 minutes
Improving Target Marketing Quiz30 minutes
Comparing Treatments & Simpsons Paradox/Critical Thinking Questions I Quiz45 minutes
Critical Thinking Questions II Quiz30 minutes
Mean & Variance I Quiz30 minutes
Mean & Variance II Quiz30 minutes
Standard Deviations Least-Squares Regression Quiz30 minutes

Master key statistical techniques to elevate your marketing strategies. Learn hypothesis testing, understand correlations, and delve into regression analysis, all while maintaining ethical standards in analytics for credible, impactful results.

What's included

8 videos9 readings9 assignments

8 videosTotal 43 minutes

Linear Correlation6 minutes
Calculating Linear Correlation4 minutes
R-Squared5 minutes
Ordinal Correlations4 minutes
Using Correlations to Test for Independence8 minutes
The Logic of Null Hypothesis Testing5 minutes
Trustworthy Hypothesis Testing4 minutes
Recommended Tests for Independence7 minutes

9 readingsTotal 160 minutes

Correlation10 minutes
R-Script - Calculate Pearson’s Correlation10 minutes
R-squared and Adjusted R-squared30 minutes
Ordinal Correlations20 minutes
Null Hypothesis Significance Testing (NHST) and p-values30 minutes
R-Scripts - Hypothesis Testing: Kendall's Tau10 minutes
Questionable research practices (QRPs)30 minutes
R-Scripts - Recommended Tests for Independence10 minutes
R-Scripts - Additional Visualizations & Calculations Related To Hypothesis Testing10 minutes

9 assignmentsTotal 285 minutes

Module 3 Graded Quiz60 minutes
Linear Correlation Quiz30 minutes
Calculating Linear Correlation Quiz15 minutes
R-Squared Quiz30 minutes
Ordinal Correlation Quiz30 minutes
Using Correlation to Test for Independence Quiz30 minutes
The Logic of Null Hypothesis Testing Quiz30 minutes
Trustworthy Hypothesis Testing Quiz30 minutes
Recommended Tests for Independence Quiz30 minutes

Explore the intricate relationship between correlation and causality in marketing. Gain skills in advanced correlation analysis and Structural Equation Modeling (SEM) to make informed, data-driven decisions that effectively navigate the complexities of the marketing world.

What's included

9 videos3 readings10 assignments

9 videosTotal 40 minutes

Visualizing Correlations: Heat Maps3 minutes
Scatter Plots and Correlation Matrices5 minutes
Correlation Networks4 minutes
Structural Equation Models (SEMs)5 minutes
Path Coefficients5 minutes
Path Diagrams5 minutes
Making Causal Predictions with Path Diagrams4 minutes
Explanation, Prediction, & Model Validation4 minutes
Limitations of Path Analysis6 minutes

3 readingsTotal 55 minutes

Corrgrams10 minutes
R-Scripts - Correlation and Causality15 minutes
Path Analysis30 minutes

10 assignmentsTotal 320 minutes

Module 4 Graded Quiz50 minutes
Visualizing Correlations: Heat Maps Quiz30 minutes
Scatter Plots and Correlation Matrices Quiz30 minutes
Correlation Networks Quiz30 minutes
Structural Equation Models (SEMs) Quiz30 minutes
Path Coefficeients Quiz30 minutes
Path Diagrams Quiz30 minutes
Making Casual Predictions with Path Diagrams Quiz30 minutes
Explanation, Prediction, & Model Validation Quiz30 minutes
Limitations of Path Analysis Quiz30 minutes

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Instructor

Tony Cox, Jr.

University of Colorado System

4 Courses3,027 learners

Offered by

University of Colorado System

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Reviewed on Jul 21, 2024

One of the best courses I have ever taken on Coursera. Looking forward to gaining even more knowledge by completing the other courses in the specialization.

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