About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 8 hours to complete

Suggested: 8 hours/week...

English

Subtitles: English

Skills you will gain

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management
Learners taking this Course are
  • Marketing Specialists
  • Marketing Managers
  • Data Scientists
  • Business Analysts
  • Marketers

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 8 hours to complete

Suggested: 8 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
26 minutes to complete

Module 0 : Introduction to Foundation of Marketing Analytics

2 videos (Total 16 min), 1 reading
2 videos
Setting up the environment and exploring the data (recital)12m
1 reading
.R files and dataset10m
Week
2
1 hour to complete

Module 1 : Statistical segmentation

9 videos (Total 42 min), 2 readings, 1 quiz
9 videos
Hierarchical segmentation4m
Selecting the "right" number of segments2m
Segmentation variables1m
Recency, frequency, and monetary value1m
Computing recency, frequency and monetary value with R (Recital 1)8m
Data transformation3m
Preparing and transforming your data in R (Recital 2)3m
Running a hierarchical segmentation in R (Recital 3)10m
2 readings
Acxiom URL10m
Instructions before starting the quiz 110m
1 practice exercise
Quiz module 1 - 20% of final grade10m
Week
3
1 hour to complete

Module 2 : Managerial segmentation

7 videos (Total 47 min), 1 reading, 1 quiz
7 videos
Developing a managerial segmentation3m
Coding a managerial segmentation in R (Recital 1)17m
Describing segments2m
Segmenting a database retrospectively in R (Recital 2)6m
Segments and revenue generation2m
R tutorial (Recital 3)12m
1 reading
Instructions before starting quiz 210m
1 practice exercise
Quiz module 2 - 20% of final grade10m
Week
4
1 hour to complete

Module 3 : Targeting and scoring models

4 videos (Total 29 min), 1 reading, 1 quiz
4 videos
What you need to develop a scoring model2m
Calibration data and statistical model5m
Building a predictive model in R (Recital)18m
1 reading
Instructions before starting quiz 310m
1 practice exercise
Quiz module 3 - 20% of final grade10m
4.5
133 ReviewsChevron Right

11%

started a new career after completing these courses

20%

got a tangible career benefit from this course

17%

got a pay increase or promotion

Top reviews from Foundations of marketing analytics

By KNApr 21st 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.

By TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

Instructor

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

About ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

About the Strategic Business Analytics Specialization

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business Analytics

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.