Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.
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Marketing Analytics
University of VirginiaAbout this Course
No prior experience needed to participate in and benefit from this course.
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessWhat you will learn
How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance
Skills you will gain
- Marketing Experiments
- Customer Lifetime Value
- Regression Analysis
- Marketing Analytics
- Brand Equity
No prior experience needed to participate in and benefit from this course.
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessOffered by
Syllabus - What you will learn from this course
Leveraging User Generated Content
Metrics for Measuring Brand Assets
Customer Lifetime Value
Marketing Experiments
Reviews
- 5 stars75.21%
- 4 stars19.32%
- 3 stars2.84%
- 2 stars0.86%
- 1 star1.74%
TOP REVIEWS FROM MARKETING ANALYTICS
I just realised that the marketing courses that I got during I was in college 15 years ago has changed a lot. I learnt about marketing strategy in the digital era. The lesson is easy to understand.
This is a very nice course that takes you through some interesting analytics concept - there is a good deal of problem solving or quantitatives involved which as marketers we need to get used to.
Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.
This is a great and engaging course to learn about brand equity, brand architecture, CLV, marketing experiments and regression analysis. However, not a complete guide for marketing analytics.
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