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Digital Marketing Internship x

Marketing Analytics

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.

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  • 35000
  • 52000


Requirements

  • The course is ideal for practicing and aspiring marketing professionals who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. However it will also be of interest to anyone looking to learn the basics of marketing analytics.

Description

 

Marketing Analytics

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, developed at the Darden School of Business at the University of Virginia, 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.

WHAT YOU WILL LEARN

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

 

Who is the course for?

The course is ideal for practicing and aspiring marketing professionals who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. However it will also be of interest to anyone looking to learn the basics of marketing analytics.

 

Benefit of learning the course

Drive your company’s Return on Investment (ROI) with analytics-based marketing strategies.

Apply analytics tools and techniques to real-world problems and scenarios.

Practical applications in price and promotion analytics.

Analysis of competitive trends.

Distribution and sales performance.

Competitive Analysis and Market Segmentation.

Budgets for multiple campaigns.

Advanced programming languages.

Conjoint analysis, decision trees.

Brick and mortar vs. e-commerce channels.

Exclusive for Verified students: Practical application of R, the industry standard for data analysis, to critical and common marketing questions.

Learn how to use analytics to improve marketing results

Companies 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.

 

In this course you will get the tools to measure the effectiveness of brand and customer assets, interpret regression analysis, calculate customer lifetime value, and design experiments as a way to evaluate and optimize marketing campaigns.

What will you achieve?

By the end of the course, you‘ll be able to...

Explain types of analytics and how data-driven decision making impacts marketing

Define and evaluate a brand and brand architecture

Calculate customer lifetime value and its components

Design and conduct experiments to test hypotheses about marketing and sales

Interpret regression outputs and their impact on marketing

 Key USPs-

– Apply analytics tool and processes to solve real-life challenges.

– Work with advanced programming languages, decision trees, conjoint analysis and more.

– Understand the competitive trends, distribution and sales performance, compare brick and mortar vs e-commerce channels.

– A wide variety of examples and demonstrations helps you to get a clearer view of the topics.

 

– Take a look at the practical applications in price and promotion cycles.

 

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About the Instructor

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About the Instructor