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6,251 ratings

Rajkumar Venkatesan

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Marketing Analytics

University of Virginia

About this Course

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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. 
Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. 

This course, developed at the Darden School of Business at the University of Virginia, gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.

You can follow my posts in Twitter, @rajkumarvenk, and on linkedin: https://www.linkedin.com/in/education-marketing.

Thanks, 
Raj
Professor of Business Administration at Darden

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

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Beginner Level

No prior experience needed to participate in and benefit from this course.

Approx. 16 hours to complete

English

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What 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

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.

Beginner Level

No prior experience needed to participate in and benefit from this course.

Approx. 16 hours to complete

English

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

Try Coursera for Business

Instructor

Instructor rating

4.75/5 (1,632 Ratings)

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration

Darden School of Business

327,607 Learners

11 Courses

Offered by

University of Virginia

A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.

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Syllabus - What you will learn from this course

Content Rating94%(26,147 ratings)

Week1

Week 1

2 hours to complete

Leveraging User Generated Content

2 hours to complete

10 videos (Total 35 min), 2 readings, 3 quizzes

10 videos

Data, Data Everywhere!2mCourse Overview2mWhy Marketing Analytics?4mIntroduction to the Marketing Process2mAirbnb Marketing Process7mAirbnb's Strategic Challenge1mAirbnb's Marketing Strategy with Data3mUsing Text Analytics3mUtilizing Data to Improve Marketing Strategy3mTakeaways: Improving the Marketing Process with Analytics3m

2 readings

Course Overview & Requirements10mUse Discussion Forums to Deepen Your Learning10m

3 practice exercises

Practice Quiz on the Marketing Process15mPractice Quiz on Data Analytics Basics18mWeek 1 Quiz: the Marketing Process33m

Week2

Week 2

5 hours to complete

Metrics for Measuring Brand Assets

Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!

5 hours to complete

12 videos (Total 46 min)

12 videos

Intro to Metrics for Measuring Brand Assets1mSnapple and Brand Value5mDeveloping Brand Personality4mBrand Personality: Red Bull1mDeveloping Brand Architecture5mBrand Architecture: Red Bull3mBrand Architecture: Etch A Sketch2mMeasuring Brand Value10mMeasuring Brand Value: Key Points1mRevenue Premium as a Measure of Brand Equity5mCalculating Brand Value: Snapple5mTakeaways: Measuring Brand Value1m

3 practice exercises

Practice Quiz on Brand and Brand Architecture12mPractice Quiz on Calculating Brand Value24mWeek 2 Quiz on Measuring Brand Assets30m

Week3

Week 3

2 hours to complete

Customer Lifetime Value

How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.

2 hours to complete

11 videos (Total 45 min)

Week4

Week 4

5 hours to complete

Marketing Experiments

Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.

5 hours to complete

13 videos (Total 60 min), 3 readings, 5 quizzes

13 videos

Welcome to Week 41mDetermining Cause and Effect through Experiments3mDesigning Basic Experiments6mDesigning Before - After Experiments5mDesigning Full Factorial Web Experiments4mDesigning an Experiment: Etch A Sketch2mAnalyzing an Experiment: Etch A Sketch8mAnalyzing an Experiment: Betty Spaghetty5mProjecting Lift2mCalculating Projected Lift: Betty Spaghetty6mPitfalls of Marketing Experiments: Betty Spaghetty3mMaximizing Effectiveness: Nanoblocks8mTakeaways: Marketing Experiments1m

3 readings

Spreadsheet with Formulas10mTransformation of Marketing at the Ohio Art Company (abridged)15mMBTN Assessments10m

4 practice exercises

Practice Quiz 1 on Designing Experiments9mPractice Quiz 2 on Calculating Break Even and Lift12mPractice Quiz 3 on Projecting Lift9mWeek 4: Marketing Experiments Quiz30m

Reviews

4.7

1795 reviews

5 stars
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3 stars
2.84%
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1 star
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TOP REVIEWS FROM MARKETING ANALYTICS

by AGMay 10, 2020

Great course.Coursera provides wonderful opportunity for analytics learners through the course.Well designed course packed with assignments.Just Loved every lessons of the course.Thank you Coursera.☺

by SWMay 7, 2020

This was a good and challenging course. It really gave me the basic foundations of marketing.

It challenged me to think and I enjoyed the projects that were incorporated to give hands on training.

by SGApr 24, 2020

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.

by RRMay 11, 2020

A must learn and it is totally worth it. Level is east to medium. The concepts like CLV , Regression and others are explained in best way . 100% recommended for MBA or equivalent students.

View all reviews

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Marketing Analytics

Marketing Analytics

About this Course

What you will learn

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