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Learner Reviews & Feedback for Foundations of marketing analytics by ESSEC Business School

753 ratings

About the Course

Who is this course for? This course is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. For example, it may be suited to experienced statisticians, analysts, engineers who want to move more into a business role, in particular in marketing. You will find this course exciting and rewarding if you already have a background in statistics, can use R or another programming language and are familiar with databases and data analysis techniques such as regression, classification, and clustering. However, it contains a number of recitals and R Studio tutorials which will consolidate your competences, enable you to play more freely with data and explore new features and statistical functions in R. Business Analytics, Big Data and Data Science are very hot topics today, and for good reasons. Companies are sitting on a treasure trove of data, but usually lack the skills and people to analyze and exploit that data efficiently. Those companies who develop the skills and hire the right people to analyze and exploit that data will have a clear competitive advantage. It's especially true in one domain: marketing. About 90% of the data collected by companies today are related to customer actions and marketing activities.The domain of Marketing Analytics is absolutely huge, and may cover fancy topics such as text mining, social network analysis, sentiment analysis, real-time bidding, online campaign optimization, and so on. But at the heart of marketing lie a few basic questions that often remain unanswered: (1) who are my customers, (2) which customers should I target and spend most of my marketing budget on, and (3) what's the future value of my customers so I can concentrate on those who will be worth the most to the company in the future. That's exactly what this course will cover: segmentation is all about understanding your customers, scorings models are about targeting the right ones, and customer lifetime value is about anticipating their future value. These are the foundations of Marketing Analytics. And that's what you'll learn to do in this course....

Top reviews


Jun 10, 2020

Clear practical explanation of concepts. However atleast a basic knowledge of R is essential to take up the course. Even if you don't know R the concepts can be understood except the coding part


Aug 16, 2021

Very good course. It helps to have a short PDF file embedded along with notes, containing the most commonly used R commands and its usage so that Newbies get a chance to understand this quickly

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51 - 75 of 182 Reviews for Foundations of marketing analytics

By Magdiel G

Feb 5, 2016

Very reality-based examples, there is an obvious mastery on the subject by the professor.

By Karen F

Feb 29, 2016

An outstanding course provides clear and practical information! I learned a lot from it.

By Ana O

Jan 30, 2019

Content was exactly what I was looking for, it was very well delivered and explained.


Nov 15, 2017

Excellent marketing concepts with application through R. Must take course to learn R

By Atitachat K

Nov 4, 2018

I would like to know more study case it is would be more benefit for whoes enroll

By walid s

May 17, 2018

Well done, easy to understand and useful R program to reuse for the future. thanks

By Aniruddha K

Jan 24, 2020

Thank you for making me understand each and every basics in marketing analytics

By Dr K G P

Jun 16, 2020

Its Very use full for Marketing analytics both Academic and Business peoples.

By Vardaan g

Dec 22, 2018

The course had a great flow and the instructions were on point for each video.

By Pratham S

Apr 15, 2017

Topics are well explained, especially from real world scenario point of view.

By Richard J R

Oct 7, 2016

This course is an excellent option to learn marketing, very nice materials!

By Piotrek D

Jul 9, 2016

Great course. Well organized, interesting, and clear. Highly recommended.

By Yendra T P G

Dec 3, 2017

The course is really practical and applied to the business point of view

By Ihar V

Nov 16, 2020

The course is good and teaches the main aspects of users' segmentation.

By Eleanna S R

Jan 3, 2016

very helpful, practical and with clear definitions of every term used!

By Mauricio C G

Apr 17, 2019

Excellent intro course to the nuts and bolts of data-driven marketing

By Fernando B

Jun 18, 2016

Exceptional great course for all marketing analyst. 100% recomended

By Maximilian M

Jun 22, 2018

excellent course. the professor coveys core concepts to the point.

By Bidyut R

Sep 10, 2018

Overall it is good session on Foundations of Marketing Analytics

By Camilo E S C

Jul 4, 2020

Such a great and easy to get applied marketing analytics course

By Paola V T

Oct 19, 2016

Great basis to understand marketing analytics and its tools.

By Deleted A

Nov 27, 2015

This specialisation just gets better and better. Bravo!

By Ponciano R

Dec 31, 2018

Great course, covers a lot of practical applications.

By Keith P D C

Dec 3, 2015

Great balance between theory and implementation in R.

By 武利鑫

Aug 21, 2016