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Foundations of Marketing Analytics

David Schweidel

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

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.

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What's inside

Six courses

Meaningful Marketing Insights

(0 hours)

With marketers 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 insight into consumers’ future behavior, provided that they are interpreted correctly. This course introduces the tools that learners will need to convert raw data into marketing insights.

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Managing Uncertainty in Marketing Analytics

Marketers must make informed decisions based on available information. However, complete certainty is rare. By incorporating uncertainty into decision-making, marketers can anticipate various outcomes and assess uncertainty's impact. This course introduces methods for recognizing uncertainty sources and developing sophisticated marketing models in a basic spreadsheet environment. Topics include Monte Carlo simulations and probability distributions.

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Forecasting Models for Marketing Decisions

How will customers behave in the future? What will demand be? How much inventory should we order? Marketers need to understand how their actions can shape future behavior. This course teaches learners to develop forecasting models using Microsoft Excel, ensuring they can apply their skills to their own business problems.

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Survey analysis to Gain Marketing Insights

How do consumers see your brand relative to your competitors? Surveys remain the tried and true method for gaining marketing insights. In Analytic Methods for Survey Data, learners will become familiar with established statistical methods for converting survey responses to insights that can support marketing decisions. Techniques discussed include factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling.

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Introduction to Social Media Analytics

Social media 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 learners to the analytic methods that can be used to convert social media data to marketing insights.

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Marketing Analytics Capstone Project

This capstone project will give you an opportunity to apply what we have covered in the Foundations of Marketing Analytics specialization. You will conduct exploratory data analysis, examine pairwise relationships among different variables, and develop and test a predictive model to solve a marketing analytics problem.

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Time

10 hours

Level

Intermediate

Via

Coursera

Institution

Emory University

Instructor

David Schweidel

Level

Intermediate

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