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Anke Audenaert
This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. . You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments.
Read more
This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. . You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments.
Read more
This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. . You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments.
By the end of this course you will be able to:
• Understand your audience using analytics and variable descriptions
• Define a target audience using segmentation with K-means clustering
• Use historical data to plan your marketing across different channels
• Use linear regression to forecast marketing outcomes
• Describe marketing mix modeling and apply different attribution models
• Assess advertising effectiveness
• Explain how A/B testing works and how you can use it to optimize ads
• Evaluate experiment results and assess the strength of the experiment
• Optimize your sales funnel
This course is for people who want to learn how to plan, forecast and optimize marketing efforts using marketing mix modeling, attribution models and A/B tests.
Register for this course and see more details by visiting:
OpenCourser.com/course/a5qn5h/data
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What's inside
Syllabus
Find Your Audience With Segmentation
In the first week you will learn about the importance of segmentation in marketing and different methods to use segmentation to determine target audiences for your marketing.
Read more
Syllabus
Find Your Audience With Segmentation
In the first week you will learn about the importance of segmentation in marketing and different methods to use segmentation to determine target audiences for your marketing.
Read more
Analytics for Planning and Forecasting
This week you will get an overview of common descriptive metrics for marketing, including Return on Ad Spend and Return on Investment. You will be introduced to the importance of Customer Lifetime Value and how to forecast marketing outcomes using linear regression analysis.
Evaluating Advertising Effectiveness
In week three, you’ll dig into using experiments to evaluate marketing effectiveness. You’ll also learn about A/B testing and how it can help you optimize your campaigns.
Optimizing Your Marketing Mix
In the final week, you will be introduced to marketing mix modeling and different attribution models and how to use them to make marketing strategy recommendations. You’ll wrap up the week by learning how to visualize and analyze sales funnels and how to use them to recommend next steps in a marketing campaign.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Involves segmentation methods such as K-means clustering, which are commonly used in marketing
Emphasizes the application of analytical techniques to marketing, which is crucial for informed decision-making
Introduces popular marketing metrics, including ROAS and ROI, providing a foundation for performance measurement
Provides practical knowledge on assessing advertising effectiveness through experiments, including A/B testing
Covers advanced concepts such as marketing mix modeling and attribution models, enhancing students' understanding of marketing strategy
Focuses on building practical skills in optimizing sales funnels, which are essential for driving conversions in marketing campaigns
Save this course
Save Data Analytics Methods for Marketing to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Data Analytics Methods for Marketing with these
activities:
Review Marketing Analytics Concepts
Show steps
Brush up on the key ideas and principles of marketing analytics to build a solid foundation for the course.
Browse courses on
Marketing Analytics
Show steps
-
Review notes or textbooks on marketing analytics.
-
Attend an introductory webinar or workshop on marketing analytics.
-
Complete online tutorials or exercises on marketing analytics concepts.
Lead a discussion on a marketing topic
Show steps
Facilitate a discussion on a specific marketing topic, sharing your knowledge and engaging with peers to enhance your understanding and critical thinking skills.
Show steps
-
Choose a marketing topic and prepare discussion points
-
Lead the discussion, encourage participation, and facilitate knowledge sharing
-
Summarize key insights and takeaways
Join or Form a Marketing Analytics Study Group
Show steps
Collaborate with peers to discuss course concepts, share insights, and reinforce understanding through active engagement.
Show steps
-
Identify or form a study group with fellow students in this course.
-
Meet regularly to discuss course material, practice problems, and share perspectives.
-
Provide support and encouragement to group members, fostering a positive learning environment.
Eight other activities
Expand to see all activities and additional details
Show all 11 activities
Follow Online Marketing Analytics Courses or Tutorials
Show steps
Supplement the course material with additional learning resources to reinforce understanding and gain new perspectives.
Browse courses on
Marketing Analytics
Show steps
-
Identify reputable online platforms or instructors offering marketing analytics courses or tutorials.
-
Enroll in a course or select tutorials that align with the topics covered in this course.
-
Follow the course or tutorial content diligently, completing assignments and practicing exercises.
Develop a marketing campaign strategy and write a project proposal
Show steps
Create a comprehensive marketing campaign strategy and write a project proposal outlining the goals, objectives, target audience, and budget for a marketing campaign, applying the principles learned throughout the course.
Browse courses on
Project Proposal Writing
Show steps
-
Define the marketing campaign goals and objectives
-
Identify the target audience and develop customer personas
-
Develop a marketing strategy and select appropriate channels
-
Create a comprehensive project proposal
Practice Using Data Analysis Tools
Show steps
Gain hands-on experience with the tools and techniques used in marketing analytics to apply concepts effectively.
Browse courses on
Data Analysis
Show steps
-
Use data analysis software (e.g., Excel, Google Sheets) to perform data cleaning, manipulation, and analysis.
-
Create data visualizations (e.g., charts, graphs) to present insights from data.
-
Practice using marketing analytics tools (e.g., Google Analytics, Facebook Ads Manager) to extract and analyze data.
Analyze marketing data using segmentation and clustering techniques
Show steps
Practice using segmentation and clustering techniques to identify target audiences, understand customer behavior, and improve marketing campaigns.
Browse courses on
Segmentation
Show steps
-
Gather and clean marketing data
-
Apply segmentation techniques to divide customers into distinct groups
-
Use clustering algorithms to identify patterns and similarities within each segment
-
Analyze the results to identify key customer characteristics and behaviors
Compile a Marketing Analytics Resource Collection
Show steps
Gather and organize valuable marketing analytics resources to use as a reference throughout the course and beyond.
Show steps
-
Identify relevant marketing analytics tools, techniques, and resources.
-
Create a central repository (e.g., a document, spreadsheet, or online platform) to store the resources.
-
Categorize and organize the resources for easy access.
-
Review and update the resource collection regularly to ensure its relevance and comprehensiveness.
Attend Marketing Analytics Workshops or Conferences
Show steps
Gain exposure to industry best practices, network with professionals, and explore cutting-edge advancements in marketing analytics.
Show steps
-
Identify relevant marketing analytics workshops or conferences.
-
Register and attend the events.
-
Actively participate in sessions, take notes, and engage with speakers and attendees.
-
Follow up with professionals and explore potential opportunities.
Create a marketing mix model and evaluate its performance
Show steps
Follow step-by-step tutorials to develop and implement a marketing mix model, enabling you to assess the effectiveness of different marketing channels and strategies.
Browse courses on
Marketing Mix Modeling
Show steps
-
Understand the principles of marketing mix modeling
-
Select relevant marketing variables and data sources
-
Build and calibrate the marketing mix model
-
Evaluate the model's performance using statistical metrics
Develop a Marketing Analytics Dashboard
Show steps
Create a visual representation of marketing data to monitor and analyze key metrics, fostering a data-driven decision-making process.
Browse courses on
Data Visualization
Show steps
-
Identify the key marketing metrics to track.
-
Select a suitable data visualization tool.
-
Design and develop the dashboard, ensuring clarity and ease of interpretation.
-
Regularly monitor and update the dashboard to track performance and identify trends.
Review Marketing Analytics Concepts
Show steps
Brush up on the key ideas and principles of marketing analytics to build a solid foundation for the course.
Browse courses on
Marketing Analytics
Show steps
Show steps
Show steps
- Review notes or textbooks on marketing analytics.
- Attend an introductory webinar or workshop on marketing analytics.
- Complete online tutorials or exercises on marketing analytics concepts.
Lead a discussion on a marketing topic
Show steps
Facilitate a discussion on a specific marketing topic, sharing your knowledge and engaging with peers to enhance your understanding and critical thinking skills.
Show steps
Show steps
Show steps
- Choose a marketing topic and prepare discussion points
- Lead the discussion, encourage participation, and facilitate knowledge sharing
- Summarize key insights and takeaways
Join or Form a Marketing Analytics Study Group
Show steps
Collaborate with peers to discuss course concepts, share insights, and reinforce understanding through active engagement.
Show steps
Show steps
Show steps
- Identify or form a study group with fellow students in this course.
- Meet regularly to discuss course material, practice problems, and share perspectives.
- Provide support and encouragement to group members, fostering a positive learning environment.
Eight other activities
Expand to see all activities and additional details
Show all 11 activities
Follow Online Marketing Analytics Courses or Tutorials
Show steps
Supplement the course material with additional learning resources to reinforce understanding and gain new perspectives.
Browse courses on
Marketing Analytics
Show steps
Show steps
Show steps
- Identify reputable online platforms or instructors offering marketing analytics courses or tutorials.
- Enroll in a course or select tutorials that align with the topics covered in this course.
- Follow the course or tutorial content diligently, completing assignments and practicing exercises.
Develop a marketing campaign strategy and write a project proposal
Show steps
Create a comprehensive marketing campaign strategy and write a project proposal outlining the goals, objectives, target audience, and budget for a marketing campaign, applying the principles learned throughout the course.
Browse courses on
Project Proposal Writing
Show steps
Show steps
Show steps
- Define the marketing campaign goals and objectives
- Identify the target audience and develop customer personas
- Develop a marketing strategy and select appropriate channels
- Create a comprehensive project proposal
Practice Using Data Analysis Tools
Show steps
Gain hands-on experience with the tools and techniques used in marketing analytics to apply concepts effectively.
Browse courses on
Data Analysis
Show steps
Show steps
Show steps
- Use data analysis software (e.g., Excel, Google Sheets) to perform data cleaning, manipulation, and analysis.
- Create data visualizations (e.g., charts, graphs) to present insights from data.
- Practice using marketing analytics tools (e.g., Google Analytics, Facebook Ads Manager) to extract and analyze data.
Analyze marketing data using segmentation and clustering techniques
Show steps
Practice using segmentation and clustering techniques to identify target audiences, understand customer behavior, and improve marketing campaigns.
Browse courses on
Segmentation
Show steps
Show steps
Show steps
- Gather and clean marketing data
- Apply segmentation techniques to divide customers into distinct groups
- Use clustering algorithms to identify patterns and similarities within each segment
- Analyze the results to identify key customer characteristics and behaviors
Compile a Marketing Analytics Resource Collection
Show steps
Gather and organize valuable marketing analytics resources to use as a reference throughout the course and beyond.
Show steps
Show steps
Show steps
- Identify relevant marketing analytics tools, techniques, and resources.
- Create a central repository (e.g., a document, spreadsheet, or online platform) to store the resources.
- Categorize and organize the resources for easy access.
- Review and update the resource collection regularly to ensure its relevance and comprehensiveness.
Attend Marketing Analytics Workshops or Conferences
Show steps
Gain exposure to industry best practices, network with professionals, and explore cutting-edge advancements in marketing analytics.
Show steps
Show steps
Show steps
- Identify relevant marketing analytics workshops or conferences.
- Register and attend the events.
- Actively participate in sessions, take notes, and engage with speakers and attendees.
- Follow up with professionals and explore potential opportunities.
Create a marketing mix model and evaluate its performance
Show steps
Follow step-by-step tutorials to develop and implement a marketing mix model, enabling you to assess the effectiveness of different marketing channels and strategies.
Browse courses on
Marketing Mix Modeling
Show steps
Show steps
Show steps
- Understand the principles of marketing mix modeling
- Select relevant marketing variables and data sources
- Build and calibrate the marketing mix model
- Evaluate the model's performance using statistical metrics
Develop a Marketing Analytics Dashboard
Show steps
Create a visual representation of marketing data to monitor and analyze key metrics, fostering a data-driven decision-making process.
Browse courses on
Data Visualization
Show steps
Show steps
Show steps
- Identify the key marketing metrics to track.
- Select a suitable data visualization tool.
- Design and develop the dashboard, ensuring clarity and ease of interpretation.
- Regularly monitor and update the dashboard to track performance and identify trends.
Career center
Learners who complete Data Analytics Methods for Marketing will develop knowledge and skills
that may be useful to these careers:
Marketing Analyst
Marketing Analyst
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Marketing Analyst. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all highly relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Market Researcher
Market Researcher
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Market Researcher. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all highly relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Advertising Manager
Advertising Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become an Advertising Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all highly relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Digital Marketing Manager
Digital Marketing Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Digital Marketing Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all highly relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Marketing Manager
Marketing Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Marketing Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all highly relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Public relations manager
Public relations manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Public Relations Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Social Media Manager
Social Media Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Social Media Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Brand Manager
Brand Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Brand Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Content Marketing Manager
Content Marketing Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Content Marketing Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Email Marketing Manager
Email Marketing Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become an Email Marketing Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Event Marketing Manager
Event Marketing Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become an Event Marketing Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Sales Manager
Sales Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Sales Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Data Scientist
Data Scientist
The Data Analytics Methods for Marketing course may be useful for someone looking to become a Data Scientist. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Business Analyst
Business Analyst
The Data Analytics Methods for Marketing course may be useful for someone looking to become a Business Analyst. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
Product Manager
Product Manager
The Data Analytics Methods for Marketing course can be useful for someone looking to become a Product Manager. This course will help build a foundation in topics such as segmentation, clustering, and marketing mix modeling, which are all relevant in this role. Gaining a strong understanding of these topics can help you succeed in this career field.
For more career information including salaries, visit:
OpenCourser.com/course/a5qn5h/data
Reading list
We've selected seven books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Data Analytics Methods for Marketing.
Offers practical and empirically-based advice on how to design, conduct, and analyze controlled experiments in a business setting.
A comprehensive and authoritative textbook on business statistics, providing a strong foundation in the statistics commonly used in marketing and business.
Provides a comprehensive and up-to-date overview of the latest digital marketing analytics tools and techniques.
Save
The classic textbook on marketing management, providing a comprehensive overview of the field and its key concepts.
A valuable resource for understanding the fundamental concepts and techniques of data science.
Save
Offers a highly accessible introduction to the essential techniques of predictive analytics. Focuses on the business uses and applications of predictive modeling, rather than the technical details.
Save
Provides essential background material on descriptive and inferential statistics, as well as a basic introduction to data management with Excel. Beneficial even if you don't intend to use Excel in your career.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/a5qn5h/data
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Effort
5 weeks of study, 5-6 hours/week
Level
Introductory
Via
Coursera
Institution
Meta
Instructor
Anke Audenaert
Language
English
Transcripts
Español
Français
Português
Deutsch
العربية
Ελληνικά
magyar nyelv
Bahasa Indonesia
ไทย
اُردُو,
فارسی
বাংলা
tiếng Việt
پښتو
آذربایجان دیلی
Good to know
Involves segmentation methods such as K-means clustering, which are commonly used in marketing
Emphasizes the application of analytical techniques to marketing, which is crucial for informed decision-making
Introduces popular marketing metrics, including ROAS and ROI, providing a foundation for performance measurement
Provides practical knowledge on assessing advertising effectiveness through experiments, including A/B testing
Covers advanced concepts such as marketing mix modeling and attribution models, enhancing students' understanding of marketing strategy
Focuses on building practical skills in optimizing sales funnels, which are essential for driving conversions in marketing campaigns
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