This capstone project will give you an opportunity to apply what we have covered in the Foundations of Marketing Analytics specialization. By the end of this capstone project, you will have conducted exploratory data analysis, examined pairwise relationships among different variables, and developed and tested a predictive model to solve a marketing analytics problem. It is highly recommended that you complete all courses within the Foundations of Marketing Analytics specialization before starting the capstone course.
Este curso faz parte do Programa de cursos integrados Fundações das análises de mercado
Marketing Analytics Capstone Project
oferecido por
Programa - O que você aprenderá com este curso
Semana
1Marketing Analytics Project Description
This module will define the goals and activities for the marketing analytics capstone project.
2 leituras
2 leituras
Capstone Overview15min
Pre-Readings30min
Semana
2Exploratory Analysis
In this module, we will begin to examine individual variables and their relationship to the status of the loan. Note, this module includes review items from previous courses in the specialization. This content is not required, but recommended as content to revisit.
9 vídeos (total de (Total 91 mín.) min), 2 leituras, 1 teste
9 videos
Meaningful Marketing Insights - Course Goals & Example 2: Performing Arts Centers8min
Meaningful Marketing Insights - Organizing Data10min
Meaningful Marketing Insights - The Motion Picture Industry12min
Meaningful Markting Insights - Excel Analysis of Motion Picture Industry Data13min
Meaningful Marketing Insights - Displaying Conditional Distributions4min
Meaningful Marketing Insights - Analyzing Qualitative Variables3min
Meaningful Marketing Insights - Steps in Constructing Histograms11min
Meaningful Marketing Insights - Common Descriptive Statistics for Quantitative Data14min
2 leituras
Activity & Explanation of Review Content45min
Meaningful Marketing Insights - Parts 2 - 340min
Semana
3Data Preparation and Model Building
While there are many ways to build a classification model, we will focus on using logistic regression, a common tool for marketing problems in which the dependent variable is binary. We will begin by choosing a single predictor variable and then determine which other variables need to be added to our analysis. In this module, we will focus on developing alternative models that all have a single predictor.
3 leituras, 1 teste
3 leituras
Data Preparation Instructions20min
Populating the Template20min
Review Forecasting Models for Marketing Decisions, Parts 1 - 310min
1 exercício prático
Logistic Regression Practice6min
Semana
4Model Validation and Comparison
In the previous module, we estimated a model linking home ownership to whether or not a loan is considered risky. In this module, we will begin by assessing the accuracy of this model relative to a naïve model. We will then use this spreadsheet as a means of assessing how well the model performs when different predictors are used.
1 leitura, 2 testes
1 leituras
Model Validation20min
1 exercício prático
Model Validation5min
Instrutores
David Schweidel
Associate Professor of MarketingGoizueta Business School
Sobre Universidade Emory
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
Sobre o Programa de cursos integrados Fundações das análises de mercado
In this specialization you will learn how to:
• Find, extract, organize and describe data to support business decisions
• Identify, quantify and interpret relationships between variables
• Derive customer insights from your data
• Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions
• Present and justify a course of action to management
The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao me inscrever nesta Especialização?
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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