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Data Analytics Methods for Marketing
  • Level Foundation
  • المدة 12 ساعات hours
  • الطبع بواسطة Meta
  • Offered by

عن

This course explores common analytics methods used by marketers. You’ll learn how to define a target audience using segmentation with K-means clustering. You’ll also explore how linear regression can help marketers plan and forecast. You’ll learn to evaluate the effectiveness of advertising using experiments as well as observational methods and you’ll explore methods to optimize your marketing mix; marketing mix modeling and attribution. Finally, you’ll learn to evaluate sales funnel shapes, visualize and optimize them. By the end of this course you will be able to: • Describe when analytics is most commonly used in marketing • Understand your audience using analytics and variable descriptions • Segment a population into different audiences using cluster analysis • Use historical data to plan your marketing across different channels • Use linear regression to forecast marketing outcomes • Describe marketing mix modeling • Describe attribution modeling • Apply different attribution models • Evaluate advertising effectiveness and describe the shortcomings • Describe the use of experiments to evaluate advertising effectiveness • Explain how A/B testing works and how you can use it to optimize ads • Evaluate results of an experiment and assess the strength of the experiment • Evaluate and optimize your sales funnel This course is for people who want to learn how to plan and forecast marketing efforts as well as evaluate marketing methods and sales funnels for optimization. Learners don't need marketing or data analysis experience, but should have basic internet navigation skills and be eager to participate. Ideally learners have already completed course 1 (Marketing Analytics Foundation), course 2 (Introduction to Data Analytics), and course 3 (Statistics for Marketing) in this program.

الوحدات

Introduction to the Facebook Marketing Analytics Professional Certificate Program

    • 4 Videos
    • 4 Readings
Show info about module content

4 Videos

  • Introduction to the Program
  • Introduction to Data Analytics Methods for Marketing
  • Introduction to Anke Audenaert
  • Careers in Marketing and Marketing Analytics

4 Readings

  • Data Analytics Methods for Marketing Course Syllabus
  • Join the Meta Marketing Analytics Community!
  • How to be Successful in this Program
  • Community Guidelines

Segmentation in Marketing

    • 5 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Segmentation in Marketing

5 Videos

  • Introduction: Find Your Audience with Segmentation
  • The Importance of Segmentation in Marketing
  • Examples of Segmenting Audiences
  • Programmatic Creative From Audience Segments
  • Customer Data Platforms (CDP)

Segmentation with Cluster Analysis

    • 4 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Cluster Analysis

4 Videos

  • Segmentation Using Clustering
  • K-Means Clustering
  • Determining the Number of Clusters
  • Describing Segments

K-means Clustering Application

    • 4 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz: Segmentation

4 Videos

  • Example: Finding the Target Audience for Snackwall
  • K-Means Clustering Approach
  • Describing Segments (Application)
  • Weekly Summary: Find Your Audience with Segmentation

1 Readings

  • Different Approaches to Segmentation

Descriptive Metrics for Marketing

    • 6 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Descriptive Methods

6 Videos

  • Introduction: Analytics for Planning & Forecasting
  • The Sales Funnel & Descriptive Marketing Metrics
  • Descriptive vs. Predictive Metrics
  • Return on Ad Spend (ROAS) And Return on Investment (ROI)
  • Customer Profit
  • KPIs, Reports and Dashboards

Customer Lifetime Value

    • 3 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Customer Lifetime Value

3 Videos

  • Customer Lifetime Value and Why it Matters
  • Calculating Customer Lifetime Value
  • Customer Lifetime Value: Example

2 Readings

  • 3 Ways to Calculate Profit Margins
  • Different Approaches to Calculating CLTV

Forecasting with Linear Regression

    • 6 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz: Planning and Forecasting

6 Videos

  • Introduction: Linear Regression
  • Linear Regression
  • Linear Regression Continued
  • Using Linear Regression to Forecast Marketing Outcomes
  • Different Forms of Regression Analysis
  • Weekly Summary: Analytics for Planning & Forecasting

1 Readings

  • Example: Using Linear Regression to Forecast a Marketing Outcome

Advertising Effectiveness Measurement Introduction

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Ad Effectiveness Measurement

3 Videos

  • Introduction: Evaluating Advertising Effectiveness
  • Understanding Advertising Effectiveness
  • Observational and Experimental Methods for Ad Effectiveness Evaluation

1 Readings

  • Deciding on the Use of Experimental or Observational Methods

Measuring Advertising Effectiveness with Experiments

    • 5 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Measuring Ad Effectiveness with Experiments

5 Videos

  • Formulating a Hypothesis
  • What is an Experiment?
  • Random Controlled Trials
  • Intention to Treat
  • Interpreting Results of an Experiment

Optimizing with A/B Testing

    • 3 Videos
    • 1 Assignment
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1 Assignment

  • Graded Quiz: Evaluating Advertising Effectiveness

3 Videos

  • A/B Testing
  • Single Cell, Multi-Cell and Nested Tests
  • Weekly Summary: Evaluating Advertising Effectiveness

Marketing Mix Modeling

    • 4 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Marketing Mix Modeling

4 Videos

  • Introduction: Optimizing your Marketing Mix
  • What are Marketing Mix Models?
  • How does Marketing Mix Modeling Work?
  • Making Recommendations Based on Marketing Mix Modeling

1 Readings

  • Evaluating Results of Marketing Mix Modeling

Attribution Modeling

    • 4 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Practice Quiz: Attribution

4 Videos

  • What is Attribution?
  • Single Touch Attribution
  • Multi-Touch Attribution
  • Challenges When Measuring Across Channels

1 Readings

  • Attribution Models Reference Guide

Sales Funnel Analysis

    • 6 Videos
    • 2 Readings
    • 1 Discussion
    • 3 Assignment
Show info about module content

3 Assignment

  • Practice Quiz: Sales Funnel Analysis
  • Graded Quiz: Optimization
  • Data Analytics Methods for Marketing Final Quiz

1 Discussions

  • Share Your Thoughts!

6 Videos

  • Introduction to Sales Funnel Analysis
  • Dropoff in Sales Funnels
  • Sales Funnel Shapes
  • Visualizing a Sales Funnel in Tableau
  • Weekly Summary: Optimizing Your Marketing Mix & Sales Funnel
  • Course Summary & Congratulations!

2 Readings

  • Sales Funnel Reference Sheet
  • Visualizing a Sales Funnel in Tableau Summary

Auto Summary

Unlock the power of data-driven marketing with the "Data Analytics Methods for Marketing" course, tailored specifically for the Sales & Marketing domain. Guided by expert instructors from Coursera, this foundational course dives deep into essential analytics methods utilized by modern marketers. Over 720 minutes of comprehensive content, you'll master techniques such as audience segmentation, clustering, and marketing mix modeling. Develop your skills in using linear regression for strategic marketing planning and forecasting, and learn to measure advertising effectiveness through rigorous experiments. By the course’s end, you will be equipped to: - Analyze and understand your audience through detailed variable descriptions. - Define and segment target audiences using K-means clustering. - Plan marketing strategies across various channels using historical data. - Forecast outcomes with linear regression. - Implement and describe marketing mix models and various attribution models. - Assess the effectiveness of advertising campaigns. - Conduct and optimize A/B testing for ad performance. - Evaluate experimental results to ensure robust findings. - Optimize your sales funnel for better conversion rates. Ideal for individuals eager to enhance their marketing strategy with analytical precision, this course offers flexible subscription options through Coursera's Starter and Professional plans. Whether you're starting out or looking to refine your marketing acumen, this course provides the tools and knowledge to elevate your marketing efforts to new heights. Join us and transform your approach to marketing with data analytics today!

Anke Audenaert
Instructor

Anke Audenaert