Monthly Subscription Starting at AED 99 + VAT

Managing Uncertainty in Marketing Analytics
  • Level Professional
  • Duration 11 hours
  • Course by Emory University
  • Offered by

About

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 they make, they can anticipate a wide range of possible outcomes and recognize the extent of uncertainty on the decisions that they make. In Incorporating Uncertainty into Marketing Decisions, learners will become familiar with different methods to recognize sources of uncertainty that may affect the marketing decisions they ultimately make. We eschew specialized software and provide learners with the foundational knowledge they need to develop sophisticated marketing models in a basic spreadsheet environment. Topics include the development and application of Monte Carlo simulations, and the use of probability distributions to characterize uncertainty.

Modules

Lectures

    • 3 Videos
Show info about module content

3 Videos

  • Randomness & Probability: An Introduction
  • Applications of Randomness & Probability
  • Assessing the Value of Information

Readings

    • 2 Readings
Show info about module content

2 Readings

  • How Customer Analytics is Speeding the Cure for Parkinson's
  • Data Driven Donor Management

Assessment

    • 1 Assignment
Show info about module content

1 Assignment

  • Module 1

Lectures

    • 1 Videos
Show info about module content

1 Videos

  • Randomness & Probability Excel Demonstration

Assignment

    • 1 Readings
Show info about module content

1 Readings

  • Inventory Exercise for Excel Demonstration

Readings

    • 3 Readings
Show info about module content

3 Readings

  • Explained: Monte Carlo Simulation
  • How Our 2016 MLB Predictions Work
  • The Advantages of Monte Carlo Simulations

Peer Assessment

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Build-A-Game Assignment

Lectures

    • 5 Videos
Show info about module content

5 Videos

  • A General Decision Making Framework
  • Properties of Random Variables
  • Steps in Using Probability Functions
  • Normal Distribution & Other Probability Models
  • Warnings in Modeling Uncertainty

Assignment

    • 1 Readings
Show info about module content

1 Readings

  • Employee Yield Worksheet

Assessment

    • 1 Assignment
Show info about module content

1 Assignment

  • Module 3

Lectures

    • 3 Videos
Show info about module content

3 Videos

  • Product Protection Plans
  • Company Constraints & Decisions
  • Questions to Investigate

Readings

    • 2 Readings
Show info about module content

2 Readings

  • Should You Get An Extended Warranty?
  • Don't Buy Extended Warranties

Assignment

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Extended Service Warranty Excel Exercise

2 Readings

  • Designing Extended Warranty Plans - Instructions & Excel Spreadsheet
  • Poisson Distribution Excel Sheet

Peer Assessment

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Service Warranty Plans Peer Review

Auto Summary

"Managing Uncertainty in Marketing Analytics" is a professional-level course on Coursera, designed for marketers looking to enhance decision-making through understanding and incorporating uncertainty. Over 660 minutes, learners will explore Monte Carlo simulations, probability distributions, and foundational marketing models using basic spreadsheets. Subscription options include Starter and Professional, making it accessible for a wide range of marketing professionals.

David Schweidel
Instructor

David Schweidel