Applying Data Analytics in Marketing from Coursera

What's inside

Syllabus

Course Introduction and Module 1: Causal Analysis

In the first module, we will discuss analytics in marketing and dive into causal analysis, an important tool for analytics. We will start with a broad overview of why analytics is important for marketers, what are the various types of data, the process of applying analytics in marketing, and the different types of analytics. We will then delve deeper into causal analysis.

Module 2: Survey Analysis

In the second module, we will focus on the analysis of survey data using regression. Surveys are one of the key tools used by organizations to measure important constructs like customer satisfaction. We will start with a broad understanding of the concept of customer satisfaction and various ways to measure it. Next, we will discuss the tools to analyze survey data. We will specifically focus on two regression methods—linear and logistic regressions. Finally, we will conclude the module with a hands-on logistic regression demonstration using an airline customer satisfaction survey dataset with R.

Module 3: Text Analysis

We will learn about the various methods of text analysis. We will first introduce you to sentiment analysis—the most prevalent means of analyzing customer satisfaction with textual data. We will demonstrate the sentiment analysis steps via R Studio. Then, we will shift our focus to text summarization techniques. We begin by listing the pre-processing steps required to bring the text to an analyzable form. Next, we look at how the frequency counts of multi-word phrases of pre-processed text can reveal the common terms being discussed. Building on top of the n-grams, we move onto a more intelligent method to automatically detect quality phrases. We will also discuss the LDA Topic Modeling - a very popular way to detect topics in a body of texts. We will wrap up this module with a highlight on supervised machine learning and an example of its application.

Module 4: Network Analysis

We will introduce a method to analyze customer satisfaction influence using social media data. Social networks are the perfect dataset to utilize network analysis to understand how people are interacting with other people and forming networks. Identifying a pattern in social media relationships can be useful when making marketing decisions. We will also review influencer brand personality analysis that can be used as a method for brands to find influencers similar in personality to themselves.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides a solid foundation in marketing analytics across various data types

Covers causal analysis, survey analysis, text analysis, and network analysis

Applicable to industry practices and customer satisfaction

Led by Joseph T. Yun and Unnati Narang

Suitable for learners with some background in marketing or analytics

Reviews summary

Data analytics for marketers

Learners say that Applying Data Analytics in Marketing is a great, informative course for anyone who wants to learn the fundamentals of data analytics for marketing. The course includes clearlectures, engaging assignments, and provides a solid foundation for using R language. However, some learners mention that the difficulty of the course can vary depending on a student's background in statistics. Overall, learners seem to agree that this course is a well-rounded introduction to data analytics in marketing.

Material presented in a way that is easy to understand.

"Good course, very clear"

"Very good course"

Course includes practical, hands-on activities.

"learn new things that don't know earlier"

"Its my first time using R so excited! And it's not only theory a lot of practice sample which is rarely found in other course! kudos for you"

Course provides actionable insights and knowledge.

"Very informative and nice presentation and interactive sessions."

"Very informative. Good beginning to start the journey into analytics for marketers."

"This course is really insightful. Explanation done very well, quizzes is related and challenging."

Course difficulty varies depending on background knowledge.

"Although I suggest you have a statistical background before taking this course"

"Expected lot more in-depth training. The course neither focuses on the technology side nor the theory. It is so superficial touching upon multiple items without getting into the details."

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 Applying Data Analytics in Marketing with these activities:

Review marketing basics

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Recall key marketing concepts and principles to solidify your foundational understanding before diving into the course materials.

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Review a classic textbook on marketing fundamentals
Read industry articles and blogs to stay up-to-date on marketing trends

Review Regression Analysis Techniques

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Regression analysis is a fundamental topic in marketing analytics and is used for causal analysis. Reviewing regression techniques before the course will help you succeed in the first module.

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Revisit linear regression concepts and assumptions.
Review logistic regression techniques, including model evaluation and interpretation.

Learn Python or R

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Python and R are widely-used programming languages for data analysis. Proficiency in either is necessary.

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Review the basics of programming.
Understand data structures and algorithms.
Practice writing code.

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Connect with Professionals

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Seek guidance from experienced professionals in the field of marketing.

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Attend industry events.
Join online communities and forums.
Reach out to professionals directly.

Practice Data Analysis

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Develop your data analysis skills.

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Find a dataset.
Clean and prepare the data.
Analyze the data.

Read Marketing Analytics by Chuck Pettis

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This book provides a comprehensive overview of marketing analytics techniques.

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Read the book.
Take notes and highlight important passages.
Discuss the book with classmates or colleagues.

Learn data analysis tools

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Enhance your proficiency in using data analysis tools, such as R or Python, to effectively analyze customer satisfaction data.

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Complete online tutorials on data analysis using R/Python
Practice analyzing sample datasets to gain hands-on experience

Develop a customer persona

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Create a detailed profile of your target customer to gain a deeper understanding of their needs, preferences, and behaviors.

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Conduct market research to gather data on customer demographics, psychographics, and behavior
Analyze the data and identify common traits and patterns
Develop a comprehensive customer persona based on the insights gained

Create Sentiment Analysis Dashboards

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Sentiment analysis helps understand customer sentiment towards your products and services through text mining techniques.

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Create a sentiment analysis model.
Use the model to analyze customer feedback data.
Create a dashboard to visualize the results of the analysis.
Use the dashboard to identify trends and insights.

Analyze survey data

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Develop your ability to interpret and analyze survey data to extract meaningful insights that inform marketing decisions.

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Download a sample survey dataset
Use statistical software (e.g., SPSS, R) to conduct regression analysis
Interpret the results and draw meaningful conclusions

Create Marketing Plan

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Develop your marketing acumen

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Define your marketing goals.
Develop your target audience.
Create your marketing strategy.
Implement your marketing plan and track its results.

Develop a marketing plan based on course learnings

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Apply the knowledge and skills gained in this course to develop a comprehensive marketing plan that addresses a real-world marketing challenge.

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Identify a specific marketing goal or challenge faced by an organization
Conduct a comprehensive situational analysis and SWOT analysis
Develop a detailed marketing strategy with specific tactics and metrics
Present your marketing plan to the class

Build Causal Analysis Tool

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Causal analysis enables you to identify and measure the impact of marketing on key metrics like customer satisfaction.

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Gather data on relevant variables.
Identify potential causal relationships.
Test the causal relationships using statistical techniques.
Interpret the results and draw conclusions.

Career center

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

Market Researcher

A Market Researcher is a professional who collects and analyzes data about consumer behavior. This course will help you develop the skills you need to design and conduct surveys, focus groups, and other types of market research.

See salaries and explore the career path for Market Researcher

Marketing Analyst

A Marketing Analyst is a professional who uses data to make informed decisions about marketing campaigns. This course will help you develop the skills you need to analyze data, identify trends, and make recommendations that will improve the effectiveness of your marketing campaigns.

See salaries and explore the career path for Marketing Analyst

Data Analyst

A Data Analyst is a professional who uses data to solve business problems. This course will help you develop the skills you need to clean and analyze data, build models, and communicate your findings to stakeholders.

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Brand Manager

A Brand Manager is a professional who is responsible for the development and management of a brand. This course will help you develop the skills you need to understand brand strategy, develop brand campaigns, and measure brand performance.

See salaries and explore the career path for Brand Manager

Product Manager

A Product Manager is a professional who is responsible for the development and marketing of a product. This course will help you develop the skills you need to understand customer needs, develop product roadmaps, and launch new products.

See salaries and explore the career path for Product Manager

Customer Relationship Manager

A Customer Relationship Manager is a professional who is responsible for managing relationships with customers. This course will help you develop the skills you need to build relationships with customers, resolve customer issues, and increase customer satisfaction.

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Digital Marketing Manager

A Digital Marketing Manager is a professional who is responsible for the development and implementation of digital marketing campaigns. This course will help you develop the skills you need to create and manage digital marketing content, build relationships with influencers, and measure the success of digital marketing campaigns.

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Social Media Manager

A Social Media Manager is a professional who is responsible for the development and implementation of social media campaigns. This course will help you develop the skills you need to create and manage social media content, build relationships with influencers, and measure the success of social media campaigns.

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E-commerce Manager

An E-commerce Manager is a professional who is responsible for the development and management of an e-commerce website. This course will help you develop the skills you need to create and manage an e-commerce website, process orders, and provide customer service.

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Consultant

A Consultant is a professional who provides advice to businesses on a variety of topics. This course will help you develop the skills you need to analyze business problems, develop solutions, and communicate your findings to clients.

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Business Analyst

A Business Analyst is a professional who uses data to identify and solve business problems. This course will help you develop the skills you need to analyze data, identify trends, and make recommendations that will improve the efficiency and effectiveness of business processes.

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Financial Analyst

A Financial Analyst is a professional who uses data to analyze financial performance. This course will help you develop the skills you need to analyze financial data, identify trends, and make recommendations that will improve the financial performance of a company.

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Operations Manager

An Operations Manager is a professional who is responsible for the day-to-day operations of a business. This course will help you develop the skills you need to manage operations, improve efficiency, and reduce costs.

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Project Manager

A Project Manager is a professional who is responsible for the planning and execution of projects. This course will help you develop the skills you need to plan and execute projects, manage budgets, and track progress.

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Entrepreneur

An Entrepreneur is a person who starts and runs their own business. This course will help you develop the skills you need to develop a business plan, raise capital, and launch your own business.

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