Marketing Analytics
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).
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- Level Foundation
- المدة 16 ساعات hours
- الطبع بواسطة University of Virginia
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Offered by
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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 Dardenالوحدات
Course Introduction
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2
Videos
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2
Readings
2
Videos
- Data, Data Everywhere!
- Course Overview
2
Readings
- Course Overview & Requirements
- Use Discussion Forums to Deepen Your Learning
The Marketing Process
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8
Videos
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3
Assignment
3
Assignment
- Practice Quiz on the Marketing Process
- Practice Quiz on Data Analytics Basics
- Week 1 Quiz: the Marketing Process
8
Videos
- Why Marketing Analytics?
- Introduction to the Marketing Process
- Airbnb Marketing Process
- Airbnb's Strategic Challenge
- Airbnb's Marketing Strategy with Data
- Using Text Analytics
- Utilizing Data to Improve Marketing Strategy
- Takeaways: Improving the Marketing Process with Analytics
Understanding Brand and Brand Architecture
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7
Videos
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2
Discussion
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1
Assignment
1
Assignment
- Practice Quiz on Brand and Brand Architecture
2
Discussions
- Pick a brand, any brand!
- Etch A Sketch's Brand Pyramid
7
Videos
- Intro to Metrics for Measuring Brand Assets
- Snapple and Brand Value
- Developing Brand Personality
- Brand Personality: Red Bull
- Developing Brand Architecture
- Brand Architecture: Red Bull
- Brand Architecture: Etch A Sketch
Calculating Brand Value
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5
Videos
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2
Assignment
2
Assignment
- Practice Quiz on Calculating Brand Value
- Week 2 Quiz on Measuring Brand Assets
5
Videos
- Measuring Brand Value
- Measuring Brand Value: Key Points
- Revenue Premium as a Measure of Brand Equity
- Calculating Brand Value: Snapple
- Takeaways: Measuring Brand Value
Building Brand Architecture Assignment
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1
PeerReview
1
Peer Review
- Building Brand Architecture
Lesson Videos
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8
Videos
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2
Discussion
2
Discussions
- How long is a customer worth keeping?
- Challenge yourself!
8
Videos
- Welcome to Week 3
- Customer Lifetime Value (CLV)
- Customer Lifetime Value: Netflix
- Calculating CLV
- Understanding the CLV Formula
- Applying the CLV Formula: Netflix
- Extending the CLV Formula, Part 1
- Extending the CLV Formula, Part 2
CLV Applications
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3
Videos
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2
Assignment
2
Assignment
- Practice Quiz on CLV
- Week 3 Quiz on CLV
3
Videos
- Using CLV to Make Decisions: IBM
- CLV: A Forward Looking Measure
- Takeaways: CLV
Understanding Experimental Design
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4
Videos
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1
Readings
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1
Assignment
1
Assignment
- Practice Quiz 1 on Designing Experiments
4
Videos
- Welcome to Week 4
- Determining Cause and Effect through Experiments
- Designing Basic Experiments
- Designing Before - After Experiments
1
Readings
- Spreadsheet with Formulas
Calculating Break Even and Lift
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9
Videos
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2
Readings
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3
Assignment
3
Assignment
- Practice Quiz 2 on Calculating Break Even and Lift
- Practice Quiz 3 on Projecting Lift
- Week 4: Marketing Experiments Quiz
9
Videos
- Designing Full Factorial Web Experiments
- Designing an Experiment: Etch A Sketch
- Analyzing an Experiment: Etch A Sketch
- Analyzing an Experiment: Betty Spaghetty
- Projecting Lift
- Calculating Projected Lift: Betty Spaghetty
- Pitfalls of Marketing Experiments: Betty Spaghetty
- Maximizing Effectiveness: Nanoblocks
- Takeaways: Marketing Experiments
2
Readings
- Transformation of Marketing at the Ohio Art Company (abridged)
- MBTN Assessments
Assignment: Design a Marketing Experiment
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1
PeerReview
1
Peer Review
- Design a Marketing Experiment
Understanding and Interpreting Regressions
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11
Videos
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2
Assignment
2
Assignment
- Practice Quiz: Regressions
- Week 5 Quiz on Regression Analysis
11
Videos
- Welcome to Week 5
- Using Regression Analysis
- What Regressions Reveal
- Interpreting Regression Outputs
- Multivariable Regressions
- Omitted Variable Bias
- Using Price Elasticity to Evaluate Marketing
- Understanding Log-Log Models
- Marketing Mix Models
- Takeaways: Regressions
- Course Conclusion
Practitioner Perspectives
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6
Videos
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1
Discussion
1
Discussions
- What did you learn from each of the guest speakers?
6
Videos
- Interview with Jennifer Chick, VP Marketing, Hilton Worldwide - Part 1
- Interview with Jennifer Chick, VP Marketing, Hilton Worldwide - Part 2
- Interview with Paul Hunter, Head of Operations, dunnhumby, on Using Data - Part 1
- Interview with Paul Hunter, Head of Operations, dunnhumby, on Using Data - Part 2
- Interview with Paul Flugel, VP of Global Marketing Performance - Part 1
- Interview with Paul Flugel, VP of Global Marketing Performance - Part 2
Auto Summary
Unlock the power of data with the Marketing Analytics course from the University of Virginia's Darden School of Business. Guided by Professor Raj, this foundational course in Data Science & AI teaches you to measure brand and customer assets, master regression analysis, and design effective marketing experiments. Ideal for marketers looking to optimize ROI and gain deep insights into consumer behavior, the course offers flexible subscription options and spans 960 minutes of in-depth content. Suitable for both beginners and professionals aiming to enhance their analytical skills.
Rajkumar Venkatesan