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Decisões de Marketing Baseadas em Dados

Fabiano Castello and Caroline Graebin

Nossas boas-vindas ao Curso Decisões de Marketing Baseadas em Dados.

Neste curso, você aprenderá técnicas de análise de dados que são utilizadas para tomar decisões operacionais de marketing (composto de marketing) para maior chances de sucesso.

Ao final deste curso, você será capaz de fazer diversas análises utilizando Python, que irão ajudar na tomada de decisão sobre o composto de marketing – Preço, Praça, Produtos e Promoção.

Este curso é composto por quatro módulos, disponibilizados em semanas de aprendizagem. Cada módulo é composto por vídeos, leituras e testes de verificação de aprendizagem. Ao final de cada módulo, temos uma avaliação de verificação dos conhecimentos.

Estamos muito felizes com sua presença neste curso e esperamos que você tire o máximo de proveito dos conceitos aqui apresentados.

Bons estudos!

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What's inside

Syllabus

Módulo 1 | Recomendação de Produtos por Regras de Associação

Neste módulo, serão abordadas as técnicas de mapeamento de padrão de compra, tendo como utilidade compreender que produtos são adquiridos em conjunto. Esta análise permite que seja estruturada de forma mais adequada a distribuição de produtos em uma loja física ou na loja virtual.

Módulo 2 | Recomendação de Produtos por Similaridade

Neste módulo, serão abordadas as análises realizadas a partir de similaridade, que permitem ao pesquisador identificar que produtos devem ser recomendados com outros produtos que o consumidor pode estar buscando. Isso permite a realização de cross-selling mais efetivo, trazendo para o consumidor ofertas com maiores chances de serem atrativas.

Módulo 3 | Determinação de Preços por meio de Conjoint Analysis

Neste módulo, iremos discutir de que forma é possível monitorar KPI’s por meio de visualização de dados utilizando os softwares, como o Python.

Módulo 4 | Product Analytics por meio de Séries Temporais

Neste módulo será abordado o uso de product analytics, por meio de séries temporais. Nesta análise é possível analisar dados de comportamento capturados a partir da interação dos consumidores com produtos digitais.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Apresenta conhecimento prático do uso do Python para análise de dados de marketing

Fornece exemplos práticos e estudos de caso para ilustrar técnicas e conceitos

Ensina técnicas analíticas valiosas e aplicáveis em cenários de negócios

Desenvolvido por instrutores reconhecidos em análise de dados de marketing

Abrange as principais técnicas de análise de dados para tomada de decisão de marketing

Utiliza o Python, uma ferramenta amplamente usada no setor de análise de dados

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Activities

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Career center

Learners who complete Decisões de Marketing Baseadas em Dados will develop knowledge and skills that may be useful to these careers:

Operations Research Analyst

An Operations Research Analyst is a professional who uses analytical methods to solve problems in various industries, including business, government, and healthcare. This course can provide you with the skills you need to succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Operations Research Analysts.

See salaries and explore the career path for Operations Research Analyst

Marketing Consultant

A Marketing Consultant is a professional who provides advice to companies on marketing strategy and implementation. This course can help you succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Marketing Consultants.

See salaries and explore the career path for Marketing Consultant

Business Analyst

A Business Analyst is a professional who analyzes business processes and makes recommendations for improvement. This course can help you succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Business Analysts.

See salaries and explore the career path for Business Analyst

Data Analyst

A Data Analyst is a professional who analyzes data and makes recommendations for improving business operations. This course can help you succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Data Analysts.

See salaries and explore the career path for Data Analyst

Marketing Analyst

A Marketing Analyst is a professional who uses data to analyze marketing campaigns and make recommendations for improvement. This course can help you succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Marketing Analysts.

See salaries and explore the career path for Marketing Analyst

Product Manager

A Product Manager is a professional who is responsible for managing the development and launch of new products. This course can help you succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Product Managers.

See salaries and explore the career path for Product Manager

Brand Manager

A Brand Manager is a professional who is responsible for managing the brand of a company or product. This course can help you succeed in this role, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Brand Managers.

See salaries and explore the career path for Brand Manager

Data Scientist

A Data Scientist is a professional who uses data to solve problems and make decisions. This course may be useful for aspiring Data Scientists, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Data Scientists.

See salaries and explore the career path for Data Scientist

Sales Manager

A Sales Manager is a professional who is responsible for managing a sales team and achieving sales goals. This course may be useful for aspiring Sales Managers, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Sales Managers.

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Financial Analyst

A Financial Analyst is a professional who analyzes financial data and makes recommendations for investment. This course may be useful for aspiring Financial Analysts, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Financial Analysts.

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Statistician

A Statistician is a professional who collects, analyzes, and interprets data. This course may be useful for aspiring Statisticians, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Statisticians.

See salaries and explore the career path for Statistician

Data Engineer

A Data Engineer is a professional who designs and builds data pipelines. This course may be useful for aspiring Data Engineers, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Data Engineers.

See salaries and explore the career path for Data Engineer

Software Engineer

A Software Engineer is a professional who designs, develops, and maintains software applications. This course may be useful for aspiring Software Engineers, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Software Engineers.

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Web Developer

A Web Developer is a professional who designs and develops websites. This course may be useful for aspiring Web Developers, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Web Developers.

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Machine Learning Engineer

A Machine Learning Engineer is a professional who designs and builds machine learning models. This course may be useful for aspiring Machine Learning Engineers, as it teaches techniques for analyzing data and making decisions based on that analysis. For example, you will learn how to use Python to perform data analysis, which is a valuable skill for Machine Learning Engineers.

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Reading list

We've selected six 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 Decisões de Marketing Baseadas em Dados.

Machine Learning for Business Analytics

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Provides a practical guide to data mining techniques, with a focus on business applications. It would be a valuable resource for students who want to learn how to use data mining to make better business decisions.

(English) Machine Learning for Business Analytics: Concepts,...

Hardcover

$$$$

(English) Machine Learning for Business Analytics: Concepts,...

Kindle Edition

$$$$

Performance Management For Dummies

Save

Provides a comprehensive overview of pricing strategy, with a focus on how to use data to make better pricing decisions. It would be a valuable resource for students who want to learn more about the theory and practice of pricing.

Performance Management For Dummies

Paperback

Check price

Performance Management For Dummies

Kindle Edition

Check price

Customer Relationship Management

Save

Provides a comprehensive overview of customer relationship management, with a focus on how to use data to build stronger customer relationships. It would be a valuable resource for students who want to learn more about the theory and practice of customer relationship management.

Customer Relationship Management

Paperback

Check price

Customer Relationship Management

Kindle Edition

Check price

Consumer Behavior

Save

This textbook provides a practical guide to marketing research, including data collection and analysis techniques. It would be a valuable resource for students who want to learn more about the theory and practice of marketing research.

Marketing Management

Save

This textbook provides a comprehensive overview of marketing management, with a focus on global perspectives. It would be a valuable resource for students who want to learn more about the theory and practice of marketing management.

Marketing Research

Save

This textbook provides a comprehensive overview of marketing research methods, including data collection and analysis techniques. It would be a valuable resource for students who want to learn more about the theory and practice of marketing research methods.

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Effort

4 semanas, de 4 a 5 horas por semana.

Level

Introductory

Via

Coursera

Institution

Fundação Instituto de Administração

Instructors

Fabiano Castello

Caroline Graebin

Language

Português

This course belongs to a collection called Marketing e Data Science. It's comprised of four courses:

Marketing e o Consumidor no Ambiente Digital
Decisões de Marketing Baseadas em Dados (viewing)
Marketing Science e Estratégia de Marketing
Engajamento, Conversão e o Consumidor

Good to know

Apresenta conhecimento prático do uso do Python para análise de dados de marketing

Fornece exemplos práticos e estudos de caso para ilustrar técnicas e conceitos

Ensina técnicas analíticas valiosas e aplicáveis em cenários de negócios

Desenvolvido por instrutores reconhecidos em análise de dados de marketing

Abrange as principais técnicas de análise de dados para tomada de decisão de marketing

Utiliza o Python, uma ferramenta amplamente usada no setor de análise de dados

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