About this Course
4.2
34 ratings
5 reviews
How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape future behavior. In Developing Forecasting Tools with Excel, learners will develop an understanding of the basic components of a forecasting model, how to build their own forecasting models, and how to evaluate the performance of forecasting models. All of this is done using Microsoft Excel, ensuring that learners can take their skills and apply them to their own business problems....
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Intermediate Level

Intermediate Level

Clock

Approx. 10 hours to complete

Suggested: 3 hours/week...
Comment Dots

English

Subtitles: English...
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Intermediate Level

Intermediate Level

Clock

Approx. 10 hours to complete

Suggested: 3 hours/week...
Comment Dots

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Clock
2 hours to complete

Basics of Forecasting Models

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....
Reading
4 videos (Total 33 min), 3 readings, 1 quiz
Video4 videos
Regression - Based Modeling10m
Examining the Residuals6m
Assessing Forecasting Performance4m
Reading3 readings
Simple Forecasting Model Assignmentm
A Predictive Analytics Primer10m
Nowcasting: A Model for the Future of Marketing10m
Quiz1 practice exercise
Module 120m
Week
2
Clock
5 hours to complete

Customer Analytics: Predicting Individual Customer Behavior

"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....
Reading
6 videos (Total 110 min), 5 readings, 1 quiz
Video6 videos
Business Decisions Drive Customer Choices9m
Illustrating Customer Acquisition in Excel11m
Timing Models in Marketing10m
Model for Retention Excel Demonstration29m
Kiwi Bubbles Exercise Excel Demonstration39m
Reading5 readings
Read This First10m
Leveraging Customer Analytics: The Insurance Industry30m
Companies still struggle to unlock customer data analytics insight10m
Retention Exercise Instructionsm
Kiwi Bubbles Instructionsm
Quiz1 practice exercise
Module 220m
Week
3
Clock
1 hour to complete

Managing Customer Equity: Linking Customer Analytics to Customer Value

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....
Reading
4 videos (Total 40 min), 2 readings
Video4 videos
Acquisition, Retention, & Market Value11m
Customer Valuation8m
Marketing to New & Current Customers9m
Reading2 readings
What You Should Know About Customer Success Technology10m
Online Communities Foster Customer Loyalty10m
Week
4
Clock
4 hours to complete

Marketing Mix Modeling

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....
Reading
4 readings, 3 quizzes
Reading4 readings
Marketing Mix Modeling15m
Instructions for Exercise30m
Instructions for Exercise30m
Instructions for Exercise30m
Quiz2 practice exercises
Conducting Exploratory Analysis Quiz10m
Building a Marketing Mix Model Quiz8m

Instructor

David Schweidel

Associate Professor of Marketing
Goizueta Business School

About Emory University

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity....

About the Foundations of Marketing Analytics Specialization

In this specialization you will learn how to: • Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem....
Foundations of Marketing Analytics

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.