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.
Offered By
Marketing Analytics
University of VirginiaAbout this Course
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Learner Career Outcomes
15%
started a new career after completing these courses
19%
got a tangible career benefit from this course
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
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
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 ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
Learner Career Outcomes
15%
started a new career after completing these courses
19%
got a tangible career benefit from this course
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
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
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.
Syllabus - What you will learn from this course
2 hours to complete
The Marketing Process
Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
2 hours to complete
10 videos (Total 35 min), 2 readings, 3 quizzes
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)
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)
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
Reviews
TOP REVIEWS FROM MARKETING ANALYTICS
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 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 SCApr 17, 2020
It was very helpful for my marketing career.The interview with the real world marketing experts at the end of the course also helps and encourages a lot. Thanks to Raj Venkatesan sir for his effort.
by RNMay 31, 2020
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.
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