Learners will conduct an exploratory data analysis and examine pairwise relationships among different variables for a marketing analytics problem. At the conclusion of the course, learners will develop and test a predictive model to solve marketing analytics problems.
Foundations of Marketing Analytics Specialization
Inform Decision Making with Marketing Analytics. Leverage data and analytics to drive managerial decisions and marketing strategy
About This Specialization
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.
Follow the suggested order or choose your own.
Designed to help you practice and apply the skills you learn.
Highlight your new skills on your resume or LinkedIn.
- Intermediate Specialization.
- Some related experience required.
Meaningful Marketing InsightsCurrent session: Feb 19
- 5 weeks of study, 2-3 hours/week
About the CourseWith marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insi
Managing Uncertainty in Marketing AnalyticsCurrent session: Feb 19
About the CourseMarketers 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 th
Forecasting Models for Marketing DecisionsUpcoming session: Feb 26
About the CourseHow will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shap
Survey analysis to Gain Marketing InsightsUpcoming session: Feb 26
About the CourseHow do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the t
Introduction to Social Media AnalyticsUpcoming session: Feb 26
About the CourseSocial media not only provides marketers with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this session exposes lea
Marketing Analytics Capstone ProjectUpcoming session: Mar 26
About the Capstone ProjectThis 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 relationshi
Associate Professor of Marketing
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