Informações sobre o curso: 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. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources. For more information on marketing analytics, you may visit; http://dmanalytics.org. You can also follow my posts in Twitter, @rajkumarvenk, and on linkedin; www.linkedin.com/in/rajkumar-venkatesan-14970a3.
Para quem é direcionado este curso: This course is ideal for learners who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns.
Desenvolvido por: University of Virginia
Ministrado por: Rajkumar Venkatesan, Ronald Trzcinski Professor of Business Administration
Darden School of Business
| Nível | Básico |
| Compromisso | 5 weeks of study, 2-6 hours/week |
| Idioma | English |
| Como ser aprovado | Seja aprovado em todas as tarefas para concluir o curso. |
| Classificação do usuário |
Programa
SEMANA 1
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.
10 videos, 2 leituras, 2 testes para praticar
- Vídeo: Course Overview
- Leyendo: Course Overview & Requirements
- Leyendo: Use Discussion Forums to Deepen Your Learning
- Vídeo: Why Marketing Analytics?
- Vídeo: Introduction to the Marketing Process
- Vídeo: Airbnb Marketing Process
- Cuestionario de práctica: Practice Quiz on the Marketing Process
- Vídeo: Airbnb's Strategic Challenge
- Vídeo: Airbnb's Marketing Strategy with Data
- Vídeo: Using Text Analytics
- Vídeo: Utilizing Data to Improve Marketing Strategy
- Cuestionario de práctica: Practice Quiz on Data Analytics Basics
- Vídeo: Takeaways: Improving the Marketing Process with Analytics
Nota atribuída: Week 1 Quiz: the Marketing Process
SEMANA 2
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!
12 videos, 2 testes para praticar
- Vídeo: Snapple and Brand Value
- Vídeo: Developing Brand Personality
- Vídeo: Brand Personality: Red Bull
- Cuadro de aviso de la discusión: Pick a brand, any brand!
- Vídeo: Developing Brand Architecture
- Vídeo: Brand Architecture: Red Bull
- Vídeo: Brand Architecture: Etch A Sketch
- Cuestionario de práctica: Practice Quiz on Brand and Brand Architecture
- Cuadro de aviso de la discusión: Etch A Sketch's Brand Pyramid
- Vídeo: Measuring Brand Value
- Vídeo: Measuring Brand Value: Key Points
- Vídeo: Revenue Premium as a Measure of Brand Equity
- Vídeo: Calculating Brand Value: Snapple
- Cuestionario de práctica: Practice Quiz on Calculating Brand Value
- Vídeo: Takeaways: Measuring Brand Value
Nota atribuída: Week 2 Quiz on Measuring Brand Assets
Nota atribuída: Building Brand Architecture
SEMANA 3
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.
11 videos, 1 teste para praticar
- Vídeo: Customer Lifetime Value (CLV)
- Vídeo: Customer Lifetime Value: Netflix
- Vídeo: Calculating CLV
- Vídeo: Understanding the CLV Formula
- Vídeo: Applying the CLV Formula: Netflix
- Cuadro de aviso de la discusión: How long is a customer worth keeping?
- Vídeo: Extending the CLV Formula, Part 1
- Vídeo: Extending the CLV Formula, Part 2
- Cuadro de aviso de la discusión: Challenge yourself!
- Vídeo: Using CLV to Make Decisions: IBM
- Vídeo: CLV: A Forward Looking Measure
- Cuestionario de práctica: Practice Quiz on CLV
- Vídeo: Takeaways: CLV
Nota atribuída: Week 3 Quiz on CLV
SEMANA 4
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.
13 videos, 3 leituras, 3 testes para praticar
- Leyendo: Spreadsheet with Formulas
- Vídeo: Determining Cause and Effect through Experiments
- Vídeo: Designing Basic Experiments
- Vídeo: Designing Before - After Experiments
- Cuestionario de práctica: Practice Quiz 1 on Designing Experiments
- Vídeo: Designing Full Factorial Web Experiments
- Vídeo: Designing an Experiment: Etch A Sketch
- Vídeo: Analyzing an Experiment: Etch A Sketch
- Cuestionario de práctica: Practice Quiz 2 on Calculating Break Even and Lift
- Vídeo: Analyzing an Experiment: Betty Spaghetty
- Vídeo: Projecting Lift
- Vídeo: Calculating Projected Lift: Betty Spaghetty
- Vídeo: Pitfalls of Marketing Experiments: Betty Spaghetty
- Vídeo: Maximizing Effectiveness: Nanoblocks
- Leyendo: Transformation of Marketing at the Ohio Art Company (abridged)
- Vídeo: Takeaways: Marketing Experiments
- Leyendo: MBTN Assessments
- Cuestionario de práctica: Practice Quiz 3 on Projecting Lift
Nota atribuída: Week 4: Marketing Experiments Quiz
Nota atribuída: Design a Marketing Experiment
SEMANA 5
Regression Basics
Ever wonder how variables influence consumer behavior in the real world--like how weather and a price promotion affect ice cream consumption? In this module, we will take a look at regression and how it's used to understand that relationship. We will discuss how to set up regressions and interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance. We'll finish the week with a series of interviews with real marketing professionals who share their experiences and knowledge about how they use analytics on the job.
17 videos, 1 teste para praticar
- Vídeo: Using Regression Analysis
- Vídeo: What Regressions Reveal
- Vídeo: Interpreting Regression Outputs
- Vídeo: Multivariable Regressions
- Vídeo: Omitted Variable Bias
- Vídeo: Using Price Elasticity to Evaluate Marketing
- Vídeo: Understanding Log-Log Models
- Vídeo: Marketing Mix Models
- Vídeo: Takeaways: Regressions
- Cuestionario de práctica: Practice Quiz: Regressions
- Vídeo: Course Conclusion
- Vídeo: Interview with Jennifer Chick, VP Marketing, Hilton Worldwide - Part 1
- Vídeo: Interview with Jennifer Chick, VP Marketing, Hilton Worldwide - Part 2
- Vídeo: Interview with Paul Hunter, Head of Operations, dunnhumby, on Using Data - Part 1
- Vídeo: Interview with Paul Hunter, Head of Operations, dunnhumby, on Using Data - Part 2
- Vídeo: Interview with Paul Flugel, VP of Global Marketing Performance - Part 1
- Vídeo: Interview with Paul Flugel, VP of Global Marketing Performance - Part 2
- Cuadro de aviso de la discusión: What did you learn from each of the guest speakers?
Nota atribuída: Week 5 Quiz on Regression Analysis
Perguntas frequentes
Como funciona
Trabajo del curso
Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.
Ayuda de tus compañeros
Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.
Certificados
Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.
Desenvolvedores
University of Virginia
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.
Custo
| Comprar curso | |
|---|---|
| Acesso aos materiais do curso | Disponível |
| Acesso a materiais valendo nota | Disponível |
| Receba uma nota final | Disponível |
| Obtenha um Certificado de Curso compartilhável | Disponível |
Classificações e avaliações
Good introductory lectures on the topics. However, as Raj repeatedly makes clear his arithmetic is terrible and thus misleading in many places. If the lectures can't be redone, at least an updated formulary with correct formula should be provided. In many places when he means percentage he uses fraction and viceversa. Otherwise, the course material is all good and informative.
The professor, Raj is very cute and nice. Thanks for your teaching.
Very practical learning course, very dedicated instructor, highly recommended.
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SR
Designed perfectly with easy to understand & practical examples, good teaching and can't wait to implement this in my work.