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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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76 - 100 of 182 Reviews for Foundations of marketing analytics

By Ralf H

Oct 13, 2023

great course. hands-on using R. liked it VERY MUCH.

By Mohamed G

Mar 17, 2019

This course teaches a lot about customer analysis !

By Palaniraj C

Mar 26, 2018

Program was very useful we need basic SQL progarmme

By Huzaif

Aug 24, 2020

Great practical course with good hand on exercise

By Sumit K

May 31, 2018

Great learning....step by step even foe beginners

By Pascal U E

Jul 11, 2016

This course have a very good examples, thank you!

By Utkarsh s

Sep 8, 2020

I have learned a lot from this course. Thank you

By Herson N M

Jun 4, 2017

Pratical Topics to increase revenue in a Company

By اسماء ب

Mar 27, 2016

lessons well explained with practical excercies

By Andrey R

Aug 23, 2017

Excelent course with practical tools focuse.

By Barnava N

Nov 25, 2015

thank you for the great learning experience.

By Alfonso P

May 3, 2020

Pragmatic, clear and concise! Great course.

By Mauricio E V A

Sep 16, 2020

Un curso muy conciso y muy bien explicado!

By Pat L

Sep 25, 2019

Very valuable quality! Good Professors!

By Santosh K D

Mar 29, 2018

Good knowledge acquired fro the course


Feb 3, 2020

Thank You for teaching us this course

By Frederico G C A

Jan 8, 2018

Nice overview of Marketing Analytics.


Oct 19, 2022

very good cours thank you for infos

By Kailash M N

Jul 25, 2020

very user-friendly and insightful!

By Christian B

Nov 7, 2019

Great course. Clear and concise.

By Gilles H

Jun 28, 2020

Excellent cours. Merci Arnaud !

By Jai S

Jun 16, 2020

it was very knowledgble course.

By Tatiana Y

Feb 1, 2016

Great course and great teacher!

By Riktesh S

Nov 6, 2015

Thanks for such a great insight

By Srikanth B

Apr 26, 2018

Very good course, useful to da