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Learner Reviews & Feedback for Marketing Analytics by University of Virginia

6,355 ratings

About the Course

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: Thanks, Raj Professor of Business Administration at Darden...

Top reviews


May 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.☺


May 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.

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26 - 50 of 1,815 Reviews for Marketing Analytics

By Nilesh B

Apr 30, 2020

This course taken by Prof. Venkatesan is really good. I learnt How to calculate brand value, CFM and to structure a marketing experiment before and after the lauch of the product. The regression module could have had a little elaborated since many one doesn't possess a huge knowledge about regression. The interviews of eminent marketing personalities were also helpful to gather a lot of knowledge like the implementation of data analytics in this field. the overall course is very good and the teaching style is impressive. Thank you.

By Rehenuma T

May 21, 2020

I enjoyed this course very much. I actually used to look forward for the next class after finishing one. This course will be helpful for a beginner like me to understand the basics of marketing analytics. Although I wish we could cover more (in details) in this course, this course cover everything it promised on it's intro. Mr. Rajkumar Venkatesan who is a very knowledgeable teacher made every class fun. I enjoyed his "Vegetable" classes most. Looking forward to do more courses/classes with him.

By Dhiman D

Jun 11, 2020

In short the instructor seems himself packed in a heavy dust of confusion. At the very onset, I vehemently took patience in listening to what he was saying. But gradually in the week#2 module I couldn't even grasped what the instructor actually tried to convey. I myself is an MBA and work in a prestigious Indian company and when it come to analytics, I believe it should be filled up with live examples, scenarios, assumptions and calculations. To my surprise, I found the faculty was nowhere close to such epitomes. Besides, his lecture deliverable seemed mostly reading the transcripts rather than explaining. If I've to take help from Youtube and Internet to understand the BAV model despite having a course from such a prestigious brand Coursera, then I think it's better to call the day off for good.

I was actually thinking to buy some of the courses, but now I've realized switching to other routes might be imminently prominent.

You guys are teaching about the propensity and effectiveness of various brands in this module. I hope you all do the homework for delivering the promises that you people are offering.

I'm disheartened and leaving the course mid-way. Hope Coursera team comes with concrete solutions for learners who aren't only for the certificates but also to garner knowledge.


By Benjamín E O

Dec 28, 2020

A very good course for everyone involved in marketing planning and business decisions. The course covers topics that aren't covered on your average Digital Marketing course (such as Brand Equity, Customer Lifetime Value or Regression) that complements the profile of every Marketing or Digital Marketing professional.

Raj is an excellent professor who explains the intuitive sense that mathematics have to make in marketing. Undoubtedly, a very good course... expect some (light) mathematics work though.

By Trina L

May 24, 2020

I've learned a lot about marketing analytics in just 5 weeks and, though the topic is quite complex, it was an enjoyable and enlightening experience for me. For someone who can easily get lost in numbers, I was able to follow the computation thanks to Raj's step-by-step process. Sometimes, it could be confusing for me, especially if more numbers were presented, but I love that I could get back to the lessons several times for me to review and understand at my own pace.

By Shilpa A

Apr 10, 2020

Thank you for this wonderful course. I have learnt a lot about brands, marketing experiments, and regression analysis. I know understand brand architectures and can calculate brand equity and customer lifetime value. I have had no previous knowledge of commerce and I was really afraid of maths, but the way Professor Raj explained the concepts and made the maths easy has made me more confident in my skills. Thank you again sir for this wonderful course.

By Sayed S M

May 9, 2020

If you want to learn some real deal about marketing analytics then you should definitely enroll in this course. This course brilliantly blends different tools from statistics, accounting, and economics and uses to measure marketing efforts. This course will give you a glimpse of how marketing campaigns are measured and decisions are taken based on that data in the real world. I really enjoyed learning this course.

By Yogi H C

Dec 2, 2020

I am having a hard time understanding the lecturer with the accents. Some of his words also hard to digest. However, I respect his passion to teach. I gain valuable insights from this but truly I am not suggesting this course to my friends. There are other marketing analytics course from Coursera that I have taken and I think is slightly better than this

By Carlos M

Jan 3, 2021

It is an excellent course to understand which metrics have an impact on the day-to-day implementation and guidance of the activities of a marketing manager. A practical course where we learn how to calculate and analyze the data collected by the inputs we receive from our customers.


Oct 22, 2020

It's a really good course in theory. But the way it was thought was not very cohesive and too informal for me. I appreciate the instructor tho, his demeanour was friendly and chill. There's a substantial amount of math needed in this course also, and the lectures don't really explain the formulas well so I had to learn it through trial and error during the practice quizzes. I really would've liked to love to this course because it's a very interesting topic under Marketing, but the lectures ultimately fell short. Nonetheless, I still learned a lot and I especially liked the outputs needed to be submitted as they felt more like the requirements you'd make in an actual uni class.

By Samira R

Jun 20, 2020

It says it's a beginner's course, but I personally found it pretty hard. I have zero knowledge of marketing, and sometimes I understood the formulas and everything, but then the questions on the test were completely different and I had no idea what to do.

I think it would be good for Coursera to provide the answers for the practice quizzes if you get an answer wrong - because I kept getting answers wrong, re-watching the video, still getting the answer wrong, and I just had no way of improving or figuring out my mistake.

I withdrew from this course because I couldn't progress without this feedback

By Nur Z

Aug 7, 2020

Whilst there were some fascinating concepts taught in this course, surprisingly within the realm of branding - I found it challenging to stay motivated to complete it mostly due to the instructor's style of teaching. His sentence structures were often long, trying to say so much yet nothing at all. This translated to the quiz questions which left me confused with the answers provided. Granted the instructor thought he was being novel/entertaining by using the cameraman as an example, more often than not, his anecdotes were cringeworthy & left me just speechless. The grading system was also flawed, almost making it impossible to 'fail' a peer, even when that peer had clearly plagiarised the entire project. Overall, I wasn't impressed & won't be taking any of his or this university's courses in the future. If you'd still like to, I'd recommend to just read through the transcript quickly & lower your expectations.

By Priyank J

Jan 23, 2022

I liked the topic and the fact that this course is from University of Virginia - Darden School of Business. I was bit disappointed as the course had outdated content with reference to Interbrand Top 10 Brands from 2014, and some of the brand equity examples from 1994 in Week2. There were few incorrect references e.g., Y & R instead of Interbrand in week2. The calculations in video ignored decimal part at few places because of which there was variance from excel sheet calculation. Some quiz questions were different from course content. No course material was provided for offline reference. It was more theoretical than practical, and some key elements were rushed through.

By Will H

Dec 21, 2020

The instructor was extremely difficult to understand and the translation that follows the spoken instruction even had difficulty correctly translating the course. I do not recommend having instructors who have trouble with pronunciation teach courses. I would not recommend taking ANY courses from this instructor. As a UVA graduate, I am disappointed in the quality of the instruction.

In addition the examples he used were not what was tested. I did enjoy the content but not the instruction.

By Hrishikesh P

May 10, 2020

The course was overall taught very poorly by the instructor who seemed to be substandard. There were no proper explanations on how one proceed with the given formulae, lot of difficult terms used in the course throughout without bothering to explain what it meant. Not recommended for begineers, might be helpful for those who only want to revise.

By Mai-Anh V

Sep 16, 2020

As one of the fellow review have published, this course is not engaging because of the lecturer's accent, weak-structure lessons, lack of conclusions/key points for each lesson, the content is all over the place about one case study and irrelevant quiz. It's a waste of time for me

By Mostafa E A E

May 14, 2020

The content is very bad and there is a prolongation in the theoretical content. On the contrary, in the applied content a little jumps from important definitions besides he does not explain, but you feel that he is just a reader..a very bad course

By Marcello D F

May 9, 2020

Not very in depth. Half of the peer reviewed assignments I marked people had cheated on. Not suggested for Data Scientists.

By Ximena B

May 18, 2020

The instructor doesn't delve too much to explain formulas and methods about how to handle metrics and figures.

By Aaryan R

Dec 9, 2020

it has been over 2 months that i completed the course yet my final assignment has not been reviewed

By Steven M

Jul 23, 2020

Exceptional professor leading a course on top-priority tools for marketing. The selection of topics and the thoroughness of their explanations is outstanding. And although this course is mostly about quantifying many of the intangibles behind marketing, the professor proves himself a sympathetic and warm teacher of bloodless mathematics. My only criticism concerns some ambiguity around terms: for example the term "log" may refer to 'log base 10' or natural log, base 'e' and this was not clear for me in the presentation. As a suggestion, it would be great if there were a Marketing Analytics II, taught, of course, by the same wonderful professor, Rajkumar Venkatesan.

By A C

Apr 25, 2024

This course is part of one of the areas of interest that I have planned, I started the course with some familiar concepts so week 3,4,5 I started with new concepts. . That's when I felt myself being challenged more, I needed to try and find learning sources from outside the course to understand some of the not-so-clear (to me) concepts in the lessons. lecture. And then success came. I completed the course with a high score and was happy and proud of myself. I'm more proud because I didn't give up, because I won over myself. Thank you coursera Thank you UVA DARDEN University for designing and providing this useful course.

By Corina

Jun 9, 2020

Thank you so much, that has been an awesome update on my ten years marketing skills... balancing the long and the short term analytics of all marketing activities is key to evolve in this -technology driven- future of ours... THANK YOU professor Rajkumar Venkatesan to lead me through brand architectures, designing experiments, measuring customer lifetime value and regressions in such a pleasant and constructive way. Also all other people involved as also the study fellows in our WhatsApp group that supported each other along the way without telling answers. GREAT!

By Burhanuddin N

Nov 24, 2020

Teaching style of Professor Raj is very creative and funny at the same time. So I personally loved the time investing in this course because it helped me in learning those skills and topics which I was not aware of previously in the Marketing Sector. Course Assignments and Quizzes were very thought provoking and interesting, they helped to grasp the concept in a more pragmatic way. You can complete this course very fast if you wish to and trust me you will not forget squash time and all the things that are taught in this course because its very intuitive.


Jan 2, 2022

I am grateful to thank Coursera for providing such a course in the domain of Marketing wherein I have learned things that make a marketer t concentrate to boost business and drawing insights from the business, apart from this it has also impacted me in using my skills in solving the assignment greatly and efficiently. I would also like to thank Darden school of business, the University of Virginia, Prof. RAJKUMAR VENKATESAN for his knowledge in providing great insights for the course and also teaching from scratch with great examples in the market.