Foundations of Marketing Analytics Specialization

Starts Nov 18

Foundations of Marketing Analytics Specialization

Inform Decision Making with Marketing Analytics. Leverage data and analytics to drive managerial decisions and marketing strategy

About This Specialization

In this specialization you will learn how to: • Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem.

Created by:

6 courses

Follow the suggested order or choose your own.


Designed to help you practice and apply the skills you learn.


Highlight your new skills on your resume or LinkedIn.

Projects Overview

Intermediate Specialization.
Some related experience required.
  1. COURSE 1

    Meaningful Marketing Insights

    5 weeks of study, 2-3 hours/week

    About the Course

    With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insi
  2. COURSE 2

    Managing Uncertainty in Marketing Analytics


    About the Course

    Marketers must make the best decisions based on the information presented to them. Rarely will they have all the information necessary to predict what consumers will do with complete certainty. By incorporating uncertainty into the decisions that th
  3. COURSE 3

    Forecasting Models for Marketing Decisions


    About the Course

    How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shap
  4. COURSE 4

    Survey analysis to Gain Marketing Insights


    About the Course

    How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the t
  5. COURSE 5

    Introduction to Social Media Analytics


    About the Course

    Social media not only provides marketers with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this session exposes lea
  6. COURSE 6

    Marketing Analytics Capstone Project

    Upcoming session: Dec 3

    About the Capstone Project

    This capstone project will give you an opportunity to apply what we have covered in the Foundations of Marketing Analytics specialization. By the end of this capstone project, you will have conducted exploratory data analysis, examined pairwise relationshi


  • Emory University

    Fortified by a prestigious reputation and recognized for excellence in finance, strategy, leadership, and marketing analytics, Emory's Goizueta Business School and its programs give you the edge to succeed in an everchanging world of commerce. We provide rigorous, relevant academics; an intimate learning environment; accessible, acclaimed faculty; and key connections in a thriving business hub.

    Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.

  • David Schweidel

    David Schweidel

    Associate Professor of Marketing