About this Course

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Learner Career Outcomes

20%

started a new career after completing these courses

25%

got a tangible career benefit from this course

12%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 6 hours to complete
English

Skills you will gain

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management

Learner Career Outcomes

20%

started a new career after completing these courses

25%

got a tangible career benefit from this course

12%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 6 hours to complete
English

Offered by

Placeholder

ESSEC Business School

Syllabus - What you will learn from this course

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Week
1

Week 1

26 minutes to complete

Module 0 : Introduction to Foundation of Marketing Analytics

26 minutes to complete
2 videos (Total 16 min), 1 reading
2 videos
Setting up the environment and exploring the data (recital)12m
1 reading
.R files and dataset10m
Week
2

Week 2

2 hours to complete

Module 1 : Statistical segmentation

2 hours to complete
9 videos (Total 42 min), 2 readings, 1 quiz
9 videos
Hierarchical segmentation4m
Selecting the "right" number of segments2m
Segmentation variables1m
Recency, frequency, and monetary value1m
Computing recency, frequency and monetary value with R (Recital 1)8m
Data transformation3m
Preparing and transforming your data in R (Recital 2)3m
Running a hierarchical segmentation in R (Recital 3)10m
2 readings
Acxiom URL10m
Instructions before starting the quiz 110m
1 practice exercise
Quiz module 1 - 20% of final grade30m
Week
3

Week 3

1 hour to complete

Module 2 : Managerial segmentation

1 hour to complete
7 videos (Total 47 min), 1 reading, 1 quiz
7 videos
Developing a managerial segmentation3m
Coding a managerial segmentation in R (Recital 1)17m
Describing segments2m
Segmenting a database retrospectively in R (Recital 2)6m
Segments and revenue generation2m
R tutorial (Recital 3)12m
1 reading
Instructions before starting quiz 210m
1 practice exercise
Quiz module 2 - 20% of final grade30m
Week
4

Week 4

1 hour to complete

Module 3 : Targeting and scoring models

1 hour to complete
4 videos (Total 29 min), 1 reading, 1 quiz
4 videos
What you need to develop a scoring model2m
Calibration data and statistical model5m
Building a predictive model in R (Recital)18m
1 reading
Instructions before starting quiz 310m
1 practice exercise
Quiz module 3 - 20% of final grade30m

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About the Strategic Business Analytics Specialization

Strategic Business Analytics

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