- Level Professional
- المدة 10 ساعات hours
- الطبع بواسطة Emory University
-
Offered by
عن
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 insight into consumers' future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices). To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/tryالوحدات
Overview of the Marketing Analytics Specialization
1
Discussions
- Introduce Yourself
1
Videos
- Meet Dr. Schweidel
2
Readings
- Getting Started
- A Note About Exercises & Quizzes
Lectures
4
Videos
- Course Objectives & Example 1: Political Advertising Expenditures
- Course Goals & Example 2: Performing Arts Centers
- Organizing Data
- The Motion Picture Industry
Readings
2
Readings
- How Companies Learn Your Secrets
- Big Data in the Big Apple
Discussion
1
Discussions
- Categorical Variables in the Motion Picture Industry
Quiz
1
Assignment
- Module 2 Quiz
Example Data Sets
1
Readings
- Motion Picture Industry Example Data Set
Lectures
5
Videos
- Excel Analysis of Motion Picture Industry Data
- Displaying Conditional Distributions
- Analyzing Qualitative Variables
- Steps in Constructing Histograms
- Common Descriptive Statistics for Quantitative Data
Readings
2
Readings
- Giving Viewers What They Want
- Why Personalization is Key for Content Marketing
Assignment
1
Readings
- Assignment: Survey Analysis Assignment
Discussion
1
Discussions
- Visualizing Data: Technique Review
Quiz
1
Assignment
- Module 3 Quiz
Lectures
4
Videos
- Regression-Based Modeling
- Introduction to Customer Analytics
- Customer Choices Drive Business Decisions
- Illustrating Customer Analytics in Excel
Readings
1
Readings
- How to Find Your Most Valuable Customers
Assignment
1
Readings
- Assignment: Customer Acquisition Example
Discussion
1
Discussions
- Logit v. Probit Models
Quiz
1
Assignment
- Module 4 Quiz
Lectures
2
Videos
- Customer Valuation Excel Demonstration
- Inventory Management Excel Demonstration
Readings
2
Readings
- Encouraging TV Binge Watching May Backfire On Advertisers
- Use Big Data to Create Value for Customers, Not Just Target Them
Assignment & Quiz
1
Assignment
- Module 5 Quiz
1
Readings
- Assignment: Using Regression for Inventory Management
Discussion
1
Discussions
- Course Reflection
Peer Assessment
1
Peer Review
- Acquisition & Retention Assignment
Auto Summary
"Meaningful Marketing Insights" is a professional course in Sales & Marketing, designed to convert raw data into actionable marketing insights using Microsoft Excel. Taught by Coursera, the course covers essential tools like exploratory data analysis and regression methods. It spans 600 minutes and is available via a Starter subscription. Ideal for marketers seeking to leverage consumer data for strategic decision-making.

David Schweidel