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Applying Data Analytics in Marketing
  • Level Professional
  • Duration 15 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

This course introduces students to marketing analytics through a wide range of analytical tools and approaches. We will discuss causal analysis, survey analysis using regression, textual analysis (sentiment analysis), and network analysis. This course aims to provide the foundation required to make better marketing decisions by analyzing multiple types of data related to customer satisfaction.

Modules

About the Course

    • 4 Videos
    • 4 Readings
    • 1 Quiz
    • 1 Plugin
Show info about module content

4 Videos

  • Course Introduction
  • Instructor Bio: Unnati Narang
  • Instructor Bio: Joseph Yun
  • The Impact of the Gies Community

4 Readings

  • Syllabus
  • Glossary
  • About the Discussion Forums
  • Online Education at Gies College of Business

1 Quiz

  • Orientation Quiz

About Your Classmates

    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Getting to Know Your Classmates

1 Readings

  • Updating Your Profile

Module 1 Information

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Causal Analysis: Module Introduction

2 Readings

  • Module 1 Overview
  • Causal Analysis: Readings & Files

Lesson 1: Causal Analysis

    • 6 Videos
Show info about module content

6 Videos

  • Introduction to Marketing Analytics Part 1
  • Introduction to Marketing Analytics Part 2
  • Causal Analysis: Overview
  • Causal Analysis: Motivating Example and Key Concepts
  • Causal Analysis: Randomized Experiments
  • Causal Analysis: Observational Approaches

Primer on R and RStudio

    • 8 Videos
Show info about module content

8 Videos

  • Tour of R and RStudio
  • Projects
  • Math Function
  • Scalar Variables
  • Column Vectors
  • Data Frame
  • Data Frame Import
  • Help and Cheat Sheets

Module 1 Graded Activities

    • 1 Quiz
Show info about module content

1 Quiz

  • Causal Analysis: Graded Quiz

Module 2 Information

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Survey Analysis: Module Introduction

2 Readings

  • Module 2 Overview
  • Survey Analysis: Readings & Files

Lesson 1: Survey Analysis

    • 6 Videos
Show info about module content

6 Videos

  • Introduction to Customer Satisfaction
  • Psychological Constructs
  • Customer Satisfaction Analysis
  • Statistical Analysis Background Part 1
  • Statistical Analysis Background Part 2
  • Evaluating Airline Survey Data

Module 2 Graded Activities

    • 1 Quiz
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1 Quiz

  • Survey Analysis: Graded Quiz

Module 3 Overview

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Text Analysis: Module Introduction

2 Readings

  • Module 3 Overview
  • Text Analysis: Readings & Files

Lesson 1: Text Analysis

    • 6 Videos
Show info about module content

6 Videos

  • Analyzing Social Media Attitude Part 1
  • Analyzing Social Media Attitude Part 2
  • Introduction to Text Summarization
  • N-gram Frequency Count and Phrase Mining
  • LDA Topic Modeling Part 1
  • LDA Topic Modeling Part 2

Module 3 Graded Activities

    • 1 Quiz
    • 1 PeerReview
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1 Peer Review

  • Text Analysis: Peer Review Assignment

1 Quiz

  • Text Analysis: Graded Quiz

Module 4 Overview

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Network Analysis: Module Introduction

2 Readings

  • Module 4 Overview
  • Network Analysis: Readings & Files

Lesson 1: Network Analysis

    • 4 Videos
Show info about module content

4 Videos

  • Network Analysis Basics
  • Analyzing Influence with Network Analysis
  • Network Analysis with R Part 1
  • Network Analysis with R Part 2

Module 4 Graded Activities

    • 1 Quiz
Show info about module content

1 Quiz

  • Network Analysis: Graded Quiz

Course Conclusion

    • 1 Videos
    • 2 Readings
    • 1 Plugin
Show info about module content

1 Videos

  • Learn on Your Terms

2 Readings

  • Congratulations on completing the course!
  • Get Your Course Certificate

Auto Summary

Enhance your marketing skills with "Applying Data Analytics in Marketing" on Coursera. This professional-level course focuses on vital analytical tools like causal, survey, textual, and network analysis to improve marketing decisions through customer data insights. Perfect for sales and marketing professionals, it offers comprehensive content over 900 minutes with Starter and Professional subscription options. Join now to transform your marketing strategies!

Unnati Narang
Instructors

Unnati Narang

Joseph T. Yun
Instructors

Joseph T. Yun