This course is part of the Foundations of Marketing Analytics Specialization

4.2
stars
239 ratings

David Schweidel

29,992 already enrolled

Offered By

Foundations of Marketing Analytics SpecializationEmory University

About this Course

6,223 recent views

With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices). 
To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/try

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 6 in the

Foundations of Marketing Analytics Specialization

Intermediate Level

Approx. 10 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Skills you will gain

Basic Descriptive Statistics
Data Analysis
Microsoft Excel
Marketing

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 6 in the

Foundations of Marketing Analytics Specialization

Intermediate Level

Approx. 10 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.41/5 (24 Ratings)

David Schweidel

Associate Professor of Marketing

Goizueta Business School

55,812 Learners

6 Courses

Offered by

Emory University

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

Syllabus - What you will learn from this course

Content Rating91%(1,553 ratings)

Week

Week 1

1 hour to complete

Meet Dr. Schweidel & Course Overview

1 hour to complete

1 video (Total 3 min), 2 readings

Week

Week 2

2 hours to complete

Exploring your Data with Visualization and Descriptive Statistics, Part 1

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.

2 hours to complete

4 videos (Total 43 min), 3 readings, 1 quiz

Week

Week 3

2 hours to complete

Exploring your Data with Visualization and Descriptive Statistics, Part 2

2 hours to complete

5 videos (Total 48 min), 3 readings, 1 quiz

Week

Week 4

2 hours to complete

Regression Analysis for Marketing Data

In this module, you will be asked to determine the appropriate type of regression for different types of marketing data and will perform regression analysis to assess the impact of marketing actions on outcomes of interest, such as sales, traffic, and brand choices. You will also be asked to interpret regression output to understand overall model performance and importance of different predictors, as well as make predictions using the appropriate regression model.

2 hours to complete

4 videos (Total 41 min), 2 readings, 1 quiz

Reviews

4.2

63 reviews

5 stars
56.06%
4 stars
25.94%
3 stars
9.62%
2 stars
2.09%
1 star
6.27%

TOP REVIEWS FROM MEANINGFUL MARKETING INSIGHTS

by CMApr 28, 2017

Sometimes a bit heavy on the math but overall a very good analysis of how data and analytics are applied to real world marketing scenarios. One of the best structured courses I've taken on Coursera.

by SIMay 8, 2017

Very interesting course with lots of career pertinent information and learning.

by AAAug 20, 2019

It was an amazing course. But i found some of the statistical models difficult to understand so needed to go back and review my statistics a bit to grapple with it. Overall, a brilliant course.

by JPJun 12, 2017

Great content. The hands-on approach and the use of actual tools with basic software are just great.

View all reviews

About the Foundations of Marketing Analytics Specialization

In this specialization you will learn how to:

• Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Build employee skills, drive business results

Discover Coursera for Business

Meaningful Marketing Insights

About this Course

Skills you will gain