4.50(4)
#BU-02-24 Marketing Analytics
-
- Course level:
All Levels - Share:
- Categories
Business - Duration
30h - Total Enrolled
12 - Last Update
September 11, 2020
About Course
Darden School of Business, University of Virginia
Description
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.
Rajkumar Venkatesan is the Ronald Trzcinski Professor of Business Administration at the Darden Graduate School of Business, University of Virginia. Raj’s expertise is in marketing analytics.
Who developed the course?
The University of Virginia’s Darden School of Business delivers the world’s best business education experience to prepare entrepreneurial, global-minded and responsible leaders.
What Will I Learn?
- 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
Topics for this course
Prepare for Course Success?
WHY MARKETING ANALYTICS? VIDEO (04:30)00:04:30
COURSE OVERVIEW VIDEO (02:17)00:02:17
COURSE OUTLINE AND REQUIREMENTS ARTICLE
GET TO KNOW YOUR CLASSMATES DISCUSSION
The Marketing Process?
INTRODUCTION TO THE MARKETING PROCESS VIDEO (02:38)00:02:38
AIRBNB’S MARKETING PROCESS VIDEO (07:18)00:07:18
AIRBNB’S STRATEGIC CHALLENGE VIDEO (01:32)00:01:32
AIRBNB’S MARKETING STRATEGY WITH DATA VIDEO (03:39)00:00:00
USING TEXT ANALYTICS VIDEO (03:45)00:03:45
UTILIZING DATA TO IMPROVE MARKETING STRATEGY VIDEO (03:39)00:03:39
HOW DOES YOUR COMPANY USE ANALYTICS IN ITS MARKETING PROCESS? DISCUSSION
Wrap-up?
REFLECT ON YOUR LEARNING THIS WEEK DISCUSSION
TAKEAWAYS: IMPROVING THE MARKETING PROCESS WITH ANALYTICS VIDEO (03:09)00:03:09
Student Feedback
4.5
Total 4 Ratings
3 months ago
If I took this course before, it would help me a lot in my work. But anyway I’m very happy to complete this course.
3 months ago
Having completed this course has helped me gain so much insight and deep learning into analytics and how it is important to ask more questions of our data.
3 months ago
Rajkumar Venkatesan Sir is giving me anew things or else i can say that he taught me a database of marketing analytics his all lectures are very much impressive. Thank you sir for such a valuable skills you gave me.
Material Includes
- Official Certificate
Login
Target Audience
- 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.
