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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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101 - 125 of 182 Reviews for Foundations of marketing analytics

By david g

Jun 8, 2016

fantastic from start to finish

By Xuecong S

Jun 7, 2016

Simple and easy to follow! :D

By Maneshivaji S

Mar 12, 2018

Valuable and Professionally

By Ichsan H

Feb 8, 2016

Love the practical example!

By Vishal M

Sep 1, 2019

relevant and to the point.

By Abhishek D

Aug 9, 2017

Great introductory course!

By Rajat G

Jun 23, 2019

It was a fantastic course

By Álvaro M

Oct 23, 2021

Really good explainned!

By Veceslav K

Jan 28, 2016

Super but not free! :(

By Yu I

Jul 13, 2016

Tha course was great!

By Karthik G

Mar 20, 2018

Understood how to an

By Vinodh K

Mar 31, 2018

Marketing Analytics

By Noyonika S

Jul 17, 2021

excellent course!!

By Durga B P

Aug 3, 2016

Really good course

By Sivadas K

Mar 23, 2018

Very useful for t

By Pedro M

Dec 19, 2015

Amazing Teacher

By Naveenan P

Aug 20, 2018

Very essential

By Andre A C

Nov 12, 2018

Arnaud rocks.

By Christian O

Mar 18, 2016

Great course!

By Siddhartha M

May 13, 2017

nice course

By Sebastien P

Oct 30, 2015

Excellent !

By Yusuf A A H

Oct 22, 2021


By Francisco V

Apr 24, 2016

Great one!

By Subhankar B

Oct 17, 2018


By Xuan

Feb 22, 2020