Chevron Left
Back to Foundations of marketing analytics

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

Filter by:

151 - 175 of 182 Reviews for Foundations of marketing analytics

By Gretchen Z

Sep 20, 2016

Need some extra work in order to get this certification.

By Shivanand R K

Jun 21, 2016

Great and Excellent thoughts and course material.


Jan 19, 2018

Great course, less useful than the first one

By Swarna S T

Aug 27, 2020

Everything is shown in practical examples

By Harmandeep S B

Apr 20, 2020

Good course and very simply taught.

By jumana S

Apr 25, 2017

a great way to compute rather th

By Priyanka G

May 29, 2018

Contents of the course is ni

By Suriyamoorthy K

Mar 21, 2018

Under the Marketing Techniqu


May 16, 2017

Good introductory course...

By Deleted A

Nov 30, 2019

I like the use case a lot!

By Sanjay B

Apr 3, 2018

Good knowledge course.

By Amit R

Jul 12, 2018

course is very good

By Pablo C

Feb 28, 2016

Outstanding course!

By Mengyu L

Apr 21, 2017

Easy to understand

By Nanthakumar M

Apr 11, 2020

Good to Learn.

By Nishu V

Mar 22, 2018

Good course ,

By Angel R

Apr 21, 2016

Very well

By josephmary

Jun 18, 2020


By William F

Apr 13, 2016


By Sivaji M

Apr 11, 2018


By Anant S

Jun 19, 2017

It will be better if CLV concept is fully and more clearly elobarated. Otherwise for concepts only its a nice course.

By surajeet g

Nov 2, 2015

assignments could have been a little tougher with more emphasis on coding.

By Sasa L

Jun 2, 2017

Concepts are very good, but the questions are too simple.

By Eugene T

Dec 8, 2015

Good insight into marketing analysis and the use of R

By Joanna W

Sep 22, 2020

The module for quizzes attached cannot be opened.