Chevron Left
Back to Foundations of marketing analytics

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

673 ratings
176 reviews

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

Apr 20, 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

Filter by:

101 - 125 of 171 Reviews for Foundations of marketing analytics

By Veceslav K

Jan 28, 2016

Super but not free! :(

By Yu I

Jul 14, 2016

Tha course was great!

By Karthik G

Mar 20, 2018

Understood how to an

By Vinodh K

Mar 31, 2018

Marketing Analytics

By Durga B P

Aug 3, 2016

Really good course

By Sivadas K

Mar 23, 2018

Very useful for t

By Pedro M P

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 Francisco V

Apr 24, 2016

Great one!

By Subhankar B

Oct 17, 2018


By Xuan

Feb 22, 2020


By Manikandan S

Apr 9, 2018


By akula r

Aug 1, 2020



Jun 5, 2020



Sep 17, 2018


By K V S R

May 26, 2020


By mansi g

Jan 28, 2020


By Navakotti C

Apr 5, 2018


By Jagadeesh V

Oct 8, 2018



Sep 26, 2018


By T K

Apr 9, 2018