About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 10 hours to complete

Suggested: 3 hours/week...

English

Subtitles: English
Learners taking this Course are
  • Marketing Analysts
  • Marketing Specialists
  • Data Scientists
  • Marketers
  • Data Analysts

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 10 hours to complete

Suggested: 3 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Basics of Forecasting Models

4 videos (Total 33 min), 3 readings, 1 quiz
4 videos
Regression - Based Modeling10m
Examining the Residuals6m
Assessing Forecasting Performance4m
3 readings
Simple Forecasting Model Assignment1h
A Predictive Analytics Primer10m
Nowcasting: A Model for the Future of Marketing10m
1 practice exercise
Module 120m
Week
2
5 hours to complete

Customer Analytics: Predicting Individual Customer Behavior

6 videos (Total 110 min), 5 readings, 1 quiz
6 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
5 readings
Read This First10m
Leveraging Customer Analytics: The Insurance Industry30m
Companies still struggle to unlock customer data analytics insight10m
Retention Exercise Instructions1h
Kiwi Bubbles Instructions1h
1 practice exercise
Module 220m
Week
3
1 hour to complete

Managing Customer Equity: Linking Customer Analytics to Customer Value

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

Marketing Mix Modeling

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

Instructor

Avatar

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.