Marketing Analytics from Coursera

What's inside

Syllabus

Leveraging User Generated Content

Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.

Metrics for Measuring Brand Assets

Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!

Customer Lifetime Value

How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.

Marketing Experiments

Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.

Regression Basics

Ever wonder how variables influence consumer behavior in the real world--like how weather and a price promotion affect ice cream consumption? In this module, we will take a look at regression and how it's used to understand that relationship. We will discuss how to set up regressions and interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance. We'll finish the week with a series of interviews with real marketing professionals who share their experiences and knowledge about how they use analytics on the job.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Taught by a professor of business management at Darden, which is top ranked for marketing analytics

Emphasizes using analytics to measure and predict marketing performance, providing practical skills for decision-making

Covers essential topics such as brand building, customer lifetime value, and marketing experiments, enhancing knowledge of marketing strategies

Leverages the latest case studies and industry insights, ensuring relevance to current marketing practices

Offers various modes of learning, including videos, discussions, readings, and self-assessments, catering to diverse learning styles

May require prior knowledge of basic statistics and marketing concepts for optimal understanding

Reviews summary

Marketing analytics fundamentals

Learners say this is a beginner-friendly course that covers the essential concepts of marketing analytics, including the fundamentals of brand valuation, customer lifetime value calculations and experiments, and regression analysis. The instruction style is engaging and funny at times, with practical assignments and quizzes to reinforce learning.

Professor Rajkumar Venkatesan's teaching style is praised for its enthusiasm, humor, and ability to make complex concepts understandable.

"It was an awesome experience while studying with Raj sir."

"Raj is a good teacher, he explains the lessons clearly and makes the sessions fun."

"The professor was so great! Personable, funny, knowledgeable."

Learners find the assignments and quizzes valuable for applying and testing their understanding of the concepts covered in the course.

"I liked the way the course is structured."

"I think this module is an excellent crash course for beginners new to marketing."

"It's a fantastic course that introduced me to the world of analytics with solid basics."

This course provides a strong foundation in the core concepts of marketing, including brand architecture, brand equity, and customer lifetime value.

"This course has taught me a lot and gave me a deep insight into it thank you so much to the respective faculties members and cousera."

"This course was intense and definitely worth it."

"This is one of the best MOOCs I have participated in, beyond my expectations."

Learners appreciate the modules on regression analysis, brand value calculations, and customer lifetime value analysis, which are useful for understanding the impact of marketing decisions.

"Highly recommended course. I initially though that this course would include more theoretical aspect, but it had a great balance of theory and mathematical application of that theory."

"This was my first full fledged Marketing Analytic course which had a good mix of Theory and mathematic supporting it."

"I cannot imagine a full-fledged course in this compact yet simple form."

Some learners express concern that the examples and data used in the course may be outdated, which could limit its relevance for current marketing practices.

"The content is not very well organized or structured, it makes the content forgetable and I always find myself missing the key points of the course."

"This is a very compact course."

"I feel like it omitted some basic information that some of us could understand untill we search out it."

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 Marketing Analytics with these activities:

Review the basics of marketing

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Grasping the fundamentals of marketing can familiarize you with key terms and concepts that will be used throughout the course.

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Read the course syllabus and introductory materials
Review your notes from previous marketing courses
Watch online videos or tutorials on basic marketing concepts

Read 'Marketing Management' by Philip Kotler

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Reading 'Marketing Management' by Philip Kotler will provide you with a comprehensive overview of the field of marketing.

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Read one chapter of the book per week
Take notes on the key concepts and ideas
Discuss the book with your classmates or colleagues

Volunteer for a marketing organization

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Volunteering for a marketing organization can provide you with valuable experience and help you to build your network.

Browse courses on Volunteering

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Research marketing organizations in your area
Contact the organizations and inquire about volunteer opportunities
Attend volunteer events and participate in marketing activities

Four other activities

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Join a study group

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Joining a study group can provide you with support and motivation, and help you to learn from your peers.

Browse courses on Collaboration

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Find a study group that meets your needs
Attend study group meetings regularly
Participate in discussions and ask questions

Develop a marketing plan for a new product

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Creating a marketing plan for a new product will allow you to apply the concepts you learn in the course to a real-world scenario.

Browse courses on Marketing Plan

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Identify the target market for your product
Develop a marketing message that will resonate with your target market
Choose the right marketing channels to reach your target market
Set a budget for your marketing campaign
Track the results of your marketing campaign and make adjustments as needed

Develop a marketing campaign for a social cause

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Developing a marketing campaign for a social cause will allow you to apply your marketing skills to a meaningful project.

Browse courses on Marketing Campaign

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Identify a social cause that you are passionate about
Develop a marketing message that will resonate with your target market
Choose the right marketing channels to reach your target market
Set a budget for your marketing campaign
Track the results of your marketing campaign and make adjustments as needed

Write a blog post about a marketing topic

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Writing a blog post about a marketing topic will help you to synthesize and communicate your understanding of the material.

Browse courses on Blogging

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Choose a topic that you are interested in and that is relevant to the course
Research your topic thoroughly
Write a clear and concise blog post
Promote your blog post on social media

Career center

Learners who complete Marketing Analytics will develop knowledge and skills that may be useful to these careers:

Market Research Analyst

Market Research Analysts collect and analyze data about consumer behavior and market trends. They use this data to help businesses make informed decisions about product development, marketing strategy, and pricing. This course can help you develop the skills needed to conduct market research and analyze data. You will learn how to design surveys, conduct interviews, and use statistical software to analyze data.

See salaries and explore the career path for Market Research Analyst

Marketing Manager

Marketing Managers oversee all aspects of marketing strategy and execution. They develop and implement marketing plans, manage marketing budgets, and lead marketing teams. This course can help you develop the analytical skills needed to make data-driven marketing decisions. You will learn how to measure brand and customer assets, understand regression analysis, and design experiments to evaluate and optimize marketing campaigns.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers are responsible for developing and managing brand strategy. They work to create and maintain a consistent brand identity across all marketing channels. This course can help you develop the skills needed to build and manage a brand. You will learn how to measure brand assets, understand regression analysis, and design experiments to evaluate and optimize marketing campaigns.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers are responsible for developing and managing products. They work with engineers, designers, and marketers to bring new products to market. This course can help you develop the analytical skills needed to make data-driven product decisions. You will learn how to measure customer lifetime value, understand regression analysis, and design experiments to evaluate and optimize product features.

See salaries and explore the career path for Product Manager

Pricing Analyst

Pricing Analysts develop and implement pricing strategies. They use data to analyze market trends, customer behavior, and competitive pricing. This course can help you develop the analytical skills needed to become a Pricing Analyst. You will learn how to measure customer lifetime value, understand regression analysis, and design experiments to evaluate and optimize pricing strategies.

See salaries and explore the career path for Pricing Analyst

Sales Manager

Sales Managers are responsible for leading and managing sales teams. They develop and implement sales strategies, manage sales budgets, and train and motivate sales teams. This course can help you develop the analytical skills needed to make data-driven sales decisions. You will learn how to measure customer lifetime value, understand regression analysis, and design experiments to evaluate and optimize sales strategies.

See salaries and explore the career path for Sales Manager

Data Analyst

Data Analysts collect, analyze, and interpret data. They use their findings to help businesses make informed decisions about product development, marketing strategy, and pricing. This course can help you develop the skills needed to become a Data Analyst. You will learn how to collect, clean, and analyze data, and how to use statistical software to interpret results.

See salaries and explore the career path for Data Analyst

Marketing Consultant

Marketing Consultants provide marketing advice to businesses. They help businesses develop and implement marketing plans, manage marketing budgets, and lead marketing teams. This course can help you develop the skills needed to become a Marketing Consultant. You will learn how to measure brand and customer assets, understand regression analysis, and design experiments to evaluate and optimize marketing campaigns.

See salaries and explore the career path for Marketing Consultant

Customer Success Manager

Customer Success Managers help businesses acquire and retain customers. They work with customers to ensure that they are satisfied with the products and services they have purchased. This course may be useful for Customer Success Managers who want to develop a better understanding of marketing analytics. You will learn how to measure customer lifetime value, understand regression analysis, and design experiments to evaluate and optimize customer success strategies.

See salaries and explore the career path for Customer Success Manager

Operations Manager

Operations Managers oversee all aspects of a business's operations. They develop and implement operational plans, manage budgets, and lead operational teams. This course may be useful for Operations Managers who want to develop a better understanding of marketing analytics. You will learn how to measure customer lifetime value, understand regression analysis, and design experiments to evaluate and optimize operational processes.

See salaries and explore the career path for Operations Manager

Business Analyst

Business Analysts analyze business processes and systems to identify areas for improvement. They develop and implement solutions to improve efficiency and effectiveness. This course may be useful for Business Analysts who want to develop a better understanding of marketing analytics. You will learn how to measure business performance, understand regression analysis, and design experiments to evaluate and optimize business processes.

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Project Manager

Project Managers lead and manage projects. They develop and implement project plans, manage project budgets, and lead project teams. This course may be useful for Project Managers who want to develop a better understanding of marketing analytics. You will learn how to measure project success, understand regression analysis, and design experiments to evaluate and optimize project strategies.

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Financial Analyst

Financial Analysts analyze financial data to help businesses make informed decisions about investment, financing, and capital allocation. This course may be useful for Financial Analysts who want to develop a better understanding of marketing analytics. You will learn how to measure brand and customer assets, understand regression analysis, and design experiments to evaluate and optimize marketing campaigns.

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Software Engineer

Software Engineers design, develop, and maintain software applications. This course may be useful for Software Engineers who want to develop a better understanding of marketing analytics. You will learn how to use data to improve software design and development, understand regression analysis, and design experiments to evaluate and optimize software performance.

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Data Scientist

Data Scientists use data to solve business problems. They develop and implement data science models to predict customer behavior, optimize marketing campaigns, and improve product development. This course may be useful for Data Scientists who want to develop a better understanding of marketing analytics. You will learn how to use data to make data-driven decisions, understand regression analysis, and design experiments to evaluate and optimize data science models.

See salaries and explore the career path for Data Scientist