Mercadeo analítico from Coursera

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Syllabus

El proceso de mercadeo

¡Bienvenido! Empezaremos con una visión general del proceso de mercadeo y el papel transformador la analítica. Luego haremos un estudio de caso. ¿Ha oído hablar de Airbnb? Son el motor del mercado de la comunidad en línea que hace coincidir viajeros con anfitriones. Verá cómo utilizan la analítica y los sorprendentes resultados de sus análisis.

Métricas para medir los activos de las marcas

Las empresas gastan millones en la creación de marcas por un motivo: les permite cobrar más por sus productos y servicios. En este módulo exploraremos este valioso, aunque intangible, activo. Analizaremos cómo desarrollar y definir una arquitectura de marca y cómo medir la repercusión de los esfuerzos de mercadeo en el valor de marca a lo largo del tiempo. Al finalizar este módulo, podrá medir el valor de marca y hacerle seguimiento. Así que, ¡empecemos!

Valor de por vida del cliente

¿Qué tan valiosos son sus clientes? Es una pregunta difícil que le mostraremos cómo responder en este módulo donde exploraremos el valor de por vida del cliente o el futuro valor neto de una relación con el cliente. Esta medida de la relación con el cliente que mira hacia el futuro lo ayuda a conectar estrategias de mercadeo con consecuencias financieras futuras e invertir los fondos de mercadeo en el espacio adecuado para maximizar el rendimiento durante la vida del cliente. Al finalizar este módulo, sabrá cómo medir el valor de por vida del cliente y evaluar alternativas estratégicas de mercadeo de acuerdo con si mejoran la retención de clientes y el valor de por vida.

Experimentos de mercadeo

¿Alguna vez se ha preguntado cuánto hay que bajar los precios para conseguir más ventas? ¿O qué texto de una pieza publicitaria es más efectivo en conversión de clientes? ¡Haga un experimento! Los experimentos permiten comprender la eficacia de las diferentes estrategias de mercadeo y estimar el ROI. Esta semana, exploraremos cómo diseñar experimentos básicos para que pueda evaluar sus esfuerzos de mercadeo e invertir sus fondos de mercadeo de la manera más eficaz. Lo ayudaremos a evitar una brecha entre los resultados de sus pruebas y la implementación del campo, y exploraremos cómo los experimentos en la web pueden ser implementados de forma económica y rápida. Al finalizar este módulo, podrá diseñar y llevar a cabo experimentos eficaces que pongan a prueba sus campañas, y luego utilizar los resultados para tomar futuras decisiones de mercadeo.

Fundamentos de regresión

¿Alguna vez se ha preguntado cómo las variables influyen en el comportamiento del consumidor en el mundo real; cómo las condiciones meteorológicas y una promoción de precios afectan el consumo de helados? En este módulo, echaremos un vistazo a la regresión y cómo se utiliza para comprender dicha relación. Analizaremos cómo establecer regresiones e interpretar resultados, explorar efectos confusos y sesgos y distinguir entre la importancia económica y la estadística. Terminaremos la semana con una serie de entrevistas con verdaderos profesionales del mercadeo que comparten sus experiencias y conocimientos sobre cómo utilizan la analítica en el trabajo.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explora el proceso de marketing y el papel transformador de la analítica

Enseña métricas para medir los activos de las marcas, ayudando a los especialistas en marketing a comprender el valor de la marca

Desarrolla el concepto de valor de vida del cliente, lo que ayuda a los especialistas en marketing a evaluar el valor futuro de las relaciones con los clientes

Enseña cómo diseñar experimentos de marketing básicos, lo que permite a los especialistas en marketing evaluar la eficacia y optimizar las campañas

Cubre los fundamentos de la regresión, ayudando a los estudiantes a comprender la relación entre variables e influencias en el comportamiento del consumidor

Impartido por Rajkumar Venkatesan, profesor de administración de empresas en la Darden School of Business de la Universidad de Virginia

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 Mercadeo analítico with these activities:

Marketing Support at Non-Profit Organization

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Provides real-world experience in applying marketing skills to support a non-profit organization's mission, fostering social responsibility.

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Identify a non-profit organization that aligns with your interests.
Contact the organization to offer your marketing skills and support.
Collaborate with the organization to develop and implement marketing strategies.

Connect with Marketing Professionals

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Establishes connections with industry professionals, gaining valuable insights, guidance, and potential career opportunities.

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Identify potential mentors through LinkedIn, industry events, or alumni networks.
Reach out to mentors via email or LinkedIn, introducing yourself and expressing interest in their expertise.
Set up informational interviews to learn about their career paths, industry trends, and advice.

Regression Analysis Practice Problems

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Strengthens foundational understanding of regression analysis techniques, enhancing analytical skills for interpreting data.

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Review lecture notes and textbook materials on regression analysis.
Solve practice problems involving simple and multiple regression models.
Interpret regression results, including coefficients, R-squared, and p-values.

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Revise Basic Marketing Concepts

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Enhances understanding of essential marketing concepts, providing a strong foundation for the course material.

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Review course syllabus and textbooks to identify relevant marketing concepts.
Reread previous marketing notes, textbooks, or online resources.
Complete practice problems or quizzes on basic marketing concepts.

Marketing Blog or Article

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Enhances communication and writing skills while applying marketing knowledge to create engaging content that resonates with target audiences.

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Choose a specific marketing topic or trend.
Research and gather relevant information.
Write a well-structured and informative blog post or article.
Incorporate visuals, data, or case studies to support arguments.
Proofread and edit the content to ensure clarity and accuracy.

Experimentation Techniques for Online Marketing

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Develops practical skills in designing and conducting experiments to optimize marketing campaigns.

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Identify online course or platform offering tutorials on marketing experimentation.
Follow tutorial instructions to design and implement an experiment.
Analyze experiment results and draw actionable insights.

Collaborative Case Study Analysis

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Fosters collaboration, critical thinking, and problem-solving skills through group analysis of real-world marketing case studies.

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Form a study group with other students enrolled in the course.
Select a relevant marketing case study for analysis.
Conduct thorough research on the case study, including market analysis, industry trends, and company background.
Present findings and engage in thoughtful discussion with group members, challenging each other's perspectives.

Marketing Plan Presentation

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Provides hands-on experience in developing and presenting a comprehensive marketing plan, applying course concepts to a practical scenario.

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Identify a target market and define marketing objectives.
Conduct market research to gather insights and develop strategies.
Create a marketing mix, including product, price, promotion, and distribution plans.
Develop a budget and timeline for the marketing campaign.
Prepare a presentation to showcase the marketing plan and its potential impact.

Career center

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

Marketing Analyst

Organizations of all sizes are increasingly relying on analytics to measure and justify their marketing decisions. A Marketing Analyst designs the experiments and models, gathers the data, and interprets the results to develop valuable insights that can optimize marketing campaigns. This course “Mercadeo analítico” is offered by the reputable Darden School of Business at the University of Virginia. It provides you with the tools and knowledge to conduct sound regression analyses and design effective experiments, which are key skills for a Marketing Analyst.

See salaries and explore the career path for Marketing Analyst

Data Analyst

Data Analysts apply mathematical and statistical techniques to analyze data and provide insights to organizations. They work with large datasets to identify trends, patterns, and relationships that can help businesses make better decisions. In this course, you will learn how to use regression analysis and design experiments to measure and evaluate marketing campaigns. These skills are also essential for Data Analysts in other industries.

See salaries and explore the career path for Data Analyst

Marketing Manager

Marketing Managers plan and execute marketing campaigns to promote products and services. They use data and analytics to understand customer behavior and target their marketing efforts effectively. This course can provide you with the analytical skills and knowledge to make data-driven decisions and optimize your marketing strategies. Additionally, you will learn how to measure the effectiveness of your campaigns and demonstrate their impact on the business.

See salaries and explore the career path for Marketing Manager

Management Consultant

Management Consultants advise businesses on how to improve their operations and achieve their goals. They use data and analytics to identify problems and develop solutions. This course can provide you with the analytical skills and knowledge to analyze data, develop insights, and communicate your findings effectively. These skills are highly valued by Management Consultants.

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Product Manager

Product Managers are responsible for the development, launch, and lifecycle management of products and services. They work closely with marketing and engineering teams to ensure that products meet customer needs and align with business goals. This course can provide you with the analytical skills and knowledge to conduct market research, analyze customer data, and make data-driven decisions. These skills are highly valued by Product Managers.

See salaries and explore the career path for Product Manager

Market Researcher

Market Researchers conduct research to understand consumer behavior and market trends. They use data and analytics to identify opportunities and develop strategies for businesses. This course can provide you with the analytical skills and knowledge to collect, analyze, and interpret market research data. These skills are highly valued by Market Researchers.

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Quantitative Analyst

Quantitative Analysts use mathematical and statistical models to analyze data and make predictions. They work in various industries, including finance, insurance, and healthcare. This course can provide you with the analytical skills and knowledge to develop and implement quantitative models. These skills are essential for Quantitative Analysts.

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Financial Analyst

Financial Analysts use data and analytics to evaluate investments and make recommendations. They work in various industries, including banking, asset management, and insurance. This course can provide you with the analytical skills and knowledge to analyze financial data and develop financial models. These skills are essential for Financial Analysts.

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Business Analyst

Business Analysts use data and analytics to identify and solve problems within businesses. They work with stakeholders across the organization to gather requirements and develop solutions. This course can provide you with the analytical skills and knowledge to analyze data, develop insights, and communicate your findings effectively. These skills are highly valued by Business Analysts.

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Operations Research Analyst

Operations Research Analysts use mathematical and statistical techniques to solve complex business problems. They work in various industries, including manufacturing, transportation, and healthcare. This course can provide you with the analytical skills and knowledge to develop and implement optimization models. These skills are essential for Operations Research Analysts.

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Data Scientist

Data Scientists use data and analytics to solve complex problems and make predictions. They work in various industries, including technology, finance, and healthcare. This course may provide you with some of the foundational skills and knowledge needed to become a Data Scientist. However, most Data Scientists have a master's degree or PhD in a quantitative field, such as statistics or computer science.

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Statistician

Statisticians use data and analytics to solve problems in various fields, such as medicine, engineering, and social sciences. They develop and implement statistical models to analyze data and draw conclusions. This course may provide you with some of the foundational skills and knowledge needed to become a Statistician. However, most Statisticians have a master's degree or PhD in statistics.

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Machine Learning Engineer

Machine Learning Engineers design, develop, and deploy machine learning models. They work in various industries, including technology, finance, and healthcare. This course may provide you with some of the foundational skills and knowledge needed to become a Machine Learning Engineer. However, most Machine Learning Engineers have a bachelor's degree in computer science or a related field.

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Software Engineer

Software Engineers design, develop, and maintain software systems. They work in various industries, including technology, finance, and healthcare. This course may provide you with some of the foundational skills and knowledge needed to become a Software Engineer. However, most Software Engineers have a bachelor's degree in computer science or a related field.

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Data Engineer

Data Engineers design, build, and maintain data pipelines and infrastructure. They work in various industries, including technology, finance, and healthcare. This course may provide you with some of the foundational skills and knowledge needed to become a Data Engineer. However, most Data Engineers have a bachelor's degree in computer science or a related field.

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Mercadeo analítico

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