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Network Analysis for Marketing Analytics

Network Analysis for Marketing Analytics

This course is part of Text Marketing Analytics Specialization

Instructors: Chris J. Vargo

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Build toward a degree

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Build toward a degree

Learn more

What you'll learn

Describe the concept of network analysis and related terminology
Apply network analysis to marketing data via a peer-graded project
Visualize a network based on centrality and other statistics via homework
Extract marketing insights from a network via a peer-graded project

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

3 assignments

Taught in English

91%

of learners achieved a positive career outcome

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

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Text Marketing Analytics Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Network analysis is a long-standing methodology used to understand the relationships between words and actors in the broader networks in which they exist. This course covers network analysis as it pertains to marketing data, specifically text datasets and social networks. Learners walk through a conceptual overview of network analysis and dive into real-world datasets through instructor-led tutorials in Python. The course concludes with a major project.

This course can be taken for academic credit as part of CU Boulder’s Master of Science in Data Science (MS-DS) degree offered on the Coursera platform. The MS-DS is an interdisciplinary degree that brings together faculty from CU Boulder’s departments of Applied Mathematics, Computer Science, Information Science, and others. With performance-based admissions and no application process, the MS-DS is ideal for individuals with a broad range of undergraduate education and/or professional experience in computer science, information science, mathematics, and statistics. Learn more about the MS-DS program at https://www.coursera.org/degrees/master-of-science-data-science-boulder.

Module details

In this module, we will learn the key concepts in network analysis and the key terminology, including semantic and social networks. We will also survey common network analyses in marketing.

What's included

2 videos4 readings1 discussion prompt

2 videosTotal 32 minutes

Network Analysis Lecture 115 minutes
Network Analysis Lecture 216 minutes

4 readingsTotal 31 minutes

Course Updates and Accessibility Support1 minute
Welcome and Where to Find Help 10 minutes
Introduction to Using Google Colab for this Course10 minutes
Dr. Vargo’s Network Analysis of Political Twitter10 minutes

1 discussion promptTotal 10 minutes

Introduce Yourself!10 minutes

In this module, we will learn how networks are prepared and the common data formats that represent networks. We will learn the differences between different network calculations and how networks are presented visually.

What's included

2 videos1 reading1 assignment

In this module, we will learn how to parse tweet JSON, extract mentions and text, load connections into edge lists, and visualize the network in Google Colab.

What's included

1 video2 readings1 assignment1 programming assignment

In this module, we will learn how to parse tweet JSON, process text into features, load connections into edge lists, and visualize the network in Google Colab.

What's included

1 video2 readings1 assignment1 programming assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Build toward a degree

This course is part of the following degree program(s) offered by University of Colorado Boulder. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹