Emory University
Forecasting Models for Marketing Decisions
Emory University

Forecasting Models for Marketing Decisions

This course is part of Foundations of Marketing Analytics Specialization

Taught in English

Some content may not be translated

David Schweidel

Instructor: David Schweidel

17,266 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.4

(76 reviews)

Intermediate level
Some related experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

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Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.4

(76 reviews)

Intermediate level
Some related experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Foundations of Marketing Analytics Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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  • Gain a foundational understanding of a subject or tool
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There are 4 modules in this course

This module will discuss how to identify the necessary components of a forecasting model based on patterns in the history data. You will also be able to evaluate the performance of a forecasting model using both in-sample and out-of-sample metrics.

What's included

4 videos3 readings1 quiz

"Meaningful Marketing Insights," This content will be familiar for learners who completed the first course; please think of this portion of the class as a review.

What's included

6 videos5 readings1 quiz

This module will discuss managing customer equity, acquisition, retention, & market value, and customer valuation. You will learn how to decompose customer value into its underlying components.

What's included

4 videos2 readings1 discussion prompt

A common task in developing forecasting models is to use them to make decisions regarding the marketing mix activity. With a marketing mix model, organizations can assess the efficacy of different marketing actions. Included is a sample of data for a popular frozen food category. In addition to weekly sales and pricing, for the focal brand we have information on whether the product was featured in the store’s advertising (e.g., newspaper circular) and if the product was on display in the store. We also have pricing information from competitors. In this module, we will build a series of regression models to evaluate the impact of the brand’s actions and competitors’ actions.

What's included

4 readings2 quizzes1 peer review1 discussion prompt

Instructor

Instructor ratings
4.4 (5 ratings)
David Schweidel
Emory University
6 Courses62,985 learners

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4.4

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5

Reviewed on Mar 30, 2020

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