Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.
oferecido por
Análise de marketing
Universidade da Virgínia
Informações sobre o curso
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Resultados de carreira do aprendiz
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O que você vai aprender
How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance
Habilidades que você terá
Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
Resultados de carreira do aprendiz
45%
comecei uma nova carreira após concluir estes cursos
28%
consegui um benefício significativo de carreira com este curso
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
No prior experience needed to participate in and benefit from this course.
Aprox. 24 horas para completar
Sugerido: 5 weeks of study, 2-6 hours/week
Inglês
Legendas: Inglês
Programa - O que você aprenderá com este curso
2 horas para concluir
The Marketing Process
Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
2 horas para concluir
10 vídeos (Total 35 mín.), 2 leituras, 3 testes
10 videos
Course Overview2min
Why Marketing Analytics?4min
Introduction to the Marketing Process2min
Airbnb Marketing Process7min
Airbnb's Strategic Challenge1min
Airbnb's Marketing Strategy with Data3min
Using Text Analytics3min
Utilizing Data to Improve Marketing Strategy3min
Takeaways: Improving the Marketing Process with Analytics3min
2 leituras
Course Overview & Requirements10min
Use Discussion Forums to Deepen Your Learning10min
3 exercícios práticos
Practice Quiz on the Marketing Process15min
Practice Quiz on Data Analytics Basics18min
Week 1 Quiz: the Marketing Process33min
5 horas para concluir
Metrics for Measuring Brand Assets
Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!
5 horas para concluir
12 vídeos (Total 46 mín.)
12 videos
Snapple and Brand Value5min
Developing Brand Personality4min
Brand Personality: Red Bull1min
Developing Brand Architecture5min
Brand Architecture: Red Bull3min
Brand Architecture: Etch A Sketch2min
Measuring Brand Value10min
Measuring Brand Value: Key Points1min
Revenue Premium as a Measure of Brand Equity5min
Calculating Brand Value: Snapple5min
Takeaways: Measuring Brand Value1min
3 exercícios práticos
Practice Quiz on Brand and Brand Architecture12min
Practice Quiz on Calculating Brand Value24min
Week 2 Quiz on Measuring Brand Assets30min
2 horas para concluir
Customer Lifetime Value
How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.
2 horas para concluir
11 vídeos (Total 45 mín.)
11 videos
Customer Lifetime Value (CLV)4min
Customer Lifetime Value: Netflix2min
Calculating CLV7min
Understanding the CLV Formula2min
Applying the CLV Formula: Netflix6min
Extending the CLV Formula, Part 17min
Extending the CLV Formula, Part 23min
Using CLV to Make Decisions: IBM3min
CLV: A Forward Looking Measure3min
Takeaways: CLV1min
2 exercícios práticos
Practice Quiz on CLV30min
Week 3 Quiz on CLV30min
5 horas para concluir
Marketing Experiments
Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.
5 horas para concluir
13 vídeos (Total 60 mín.), 3 leituras, 5 testes
13 videos
Determining Cause and Effect through Experiments3min
Designing Basic Experiments6min
Designing Before - After Experiments5min
Designing Full Factorial Web Experiments4min
Designing an Experiment: Etch A Sketch2min
Analyzing an Experiment: Etch A Sketch8min
Analyzing an Experiment: Betty Spaghetty5min
Projecting Lift2min
Calculating Projected Lift: Betty Spaghetty6min
Pitfalls of Marketing Experiments: Betty Spaghetty3min
Maximizing Effectiveness: Nanoblocks8min
Takeaways: Marketing Experiments1min
3 leituras
Spreadsheet with Formulas10min
Transformation of Marketing at the Ohio Art Company (abridged)15min
MBTN Assessments10min
4 exercícios práticos
Practice Quiz 1 on Designing Experiments9min
Practice Quiz 2 on Calculating Break Even and Lift12min
Practice Quiz 3 on Projecting Lift9min
Week 4: Marketing Experiments Quiz30min
Avaliações
Principais avaliações do ANÁLISE DE MARKETING
por TSAug 10, 2019
Great Balance of Theory and Practical Understanding. Considering there is a lot of data generated in this world, this course is great to learn on the uses of data obtained from Marketing process
por SSJun 29, 2018
A very good course. If you are a beginner, excellent knowledge gain. If you are a veteran, brilliant refreshing of important concepts and key market indicators. In short, a course worth doing.
por PEMar 24, 2018
I have learnt a lot. Thanks a Lot to Mr.Rajkumar Venkatesan. Very clear explanation on each and every concept. I have learnt how to apply in real time with the real time data. Great Learning.
por KPAug 11, 2019
I have reached week 4 of this class, and so far, this class has helped me a lot. It's not an intensive class, but for a beginner like me, this provides me with an overall grasp of the field.
por GJJul 16, 2018
Professor Raj is very nice. He explains it way that it's very easy to comprehend and not too overwhelming in terminologies. It is very useful for my marketing career\n\nGood luck Prof Raj
por BRJan 8, 2017
It's a very interesting course. demands study and it has some real life examples that may be really useful. Nevertheless, it could work on more actionable tools for the daily management.
por NBDec 27, 2015
Very good course on Marketing Analytics. Especially good for someone looking to enter the field of marketing analtytics or for marketing managers who are trying to be more data driven.
por SPJun 21, 2017
The course gives a very good outline to the basics of marketing analytics and its applications. Not time consuming and application oriented. Would recommend it definitely for starters.
oferecido por
Universidade da Virgínia
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
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