Informações sobre o curso
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Aprox. 8 horas para completar

Sugerido: 8 hours/week...


Legendas: Inglês

Habilidades que você terá

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 8 horas para completar

Sugerido: 8 hours/week...


Legendas: Inglês

Programa - O que você aprenderá com este curso

26 minutos para concluir

Module 0 : Introduction to Foundation of Marketing Analytics

In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements.

2 vídeos ((Total 16 mín.)), 1 leitura
2 videos
Setting up the environment and exploring the data (recital)12min
1 leituras
.R files and dataset10min
1 hora para concluir

Module 1 : Statistical segmentation

In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover.

9 vídeos ((Total 42 mín.)), 2 leituras, 1 teste
9 videos
Hierarchical segmentation4min
Selecting the "right" number of segments2min
Segmentation variables1min
Recency, frequency, and monetary value1min
Computing recency, frequency and monetary value with R (Recital 1)8min
Data transformation3min
Preparing and transforming your data in R (Recital 2)3min
Running a hierarchical segmentation in R (Recital 3)10min
2 leituras
Acxiom URL10min
Instructions before starting the quiz 110min
1 exercício prático
Quiz module 1 - 20% of final grade10min
1 hora para concluir

Module 2 : Managerial segmentation

Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so.

7 vídeos ((Total 47 mín.)), 1 leitura, 1 teste
7 videos
Developing a managerial segmentation3min
Coding a managerial segmentation in R (Recital 1)17min
Describing segments2min
Segmenting a database retrospectively in R (Recital 2)6min
Segments and revenue generation2min
R tutorial (Recital 3)12min
1 leituras
Instructions before starting quiz 210min
1 exercício prático
Quiz module 2 - 20% of final grade10min
1 hora para concluir

Module 3 : Targeting and scoring models

How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for?

4 vídeos ((Total 29 mín.)), 1 leitura, 1 teste
4 videos
What you need to develop a scoring model2min
Calibration data and statistical model5min
Building a predictive model in R (Recital)18min
1 leituras
Instructions before starting quiz 310min
1 exercício prático
Quiz module 3 - 20% of final grade10min
128 avaliaçõesChevron Right


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Principais avaliações do Fundações das análises de mercado

por KNApr 21st 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

por TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.



Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

Sobre ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

Sobre o Programa de cursos integrados Análise estratégica empresarialAnálise Estratégica Empresarial

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Análise estratégica empresarialAnálise Estratégica Empresarial

Perguntas Frequentes – FAQ

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  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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