Meaningful Marketing Insights from Coursera

With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices).

To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/try

What's inside

Syllabus

Meet Dr. Schweidel & Course Overview

In this module, students will be introduced to the instructor, Dr. David Schweidel and get and overview of the course.

Exploring your Data with Visualization and Descriptive Statistics, Part 1

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.

Exploring your Data with Visualization and Descriptive Statistics, Part 2

Regression Analysis for Marketing Data

In this module, you will be asked to determine the appropriate type of regression for different types of marketing data and will perform regression analysis to assess the impact of marketing actions on outcomes of interest, such as sales, traffic, and brand choices. You will also be asked to interpret regression output to understand overall model performance and importance of different predictors, as well as make predictions using the appropriate regression model.

From Analysis to Action

This final module will connect the results of regression analysis to marketing decisions. You will learn to build tools that allow users to evaluate outcomes based on different marketing decisions, as well as characterize the extent of uncertainty in outcomes based on the selected marketing decisions.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides tools for understanding consumer behaviors and future actions, which is essential for marketers

Led by David Schweidel, an experienced professional in the field

Uses real-world examples and exercises conducted in Microsoft Excel, ensuring immediate applicability in a work environment

Covers essential concepts, including data analysis, visualization, and regression methods, providing a strong foundation in marketing analytics

Suitable for individuals looking to strengthen their understanding of marketing analytics, especially those with marketing or data analysis backgrounds

Requires familiarity with Microsoft Excel for assignments, which may pose a barrier for learners without prior experience

Reviews summary

Disappointing marketing insights course

Learners say that Meaningful Marketing Insights is very disappointing. The lessons are shallow, yet the exams test advanced material. Reference materials and practical examples are lacking. The instructor and assistants do not respond to questions.

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 Meaningful Marketing Insights with these activities:

Read 'Marketing Analytics: Data-Driven Techniques with Microsoft Excel'

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Supplement your course material with this book that provides a comprehensive overview of marketing analytics techniques using Microsoft Excel.

View Marketing Analytics: Data-Driven Techniques... on Amazon

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Review the fundamental concepts of marketing analytics
Explore advanced Excel techniques for data analysis
Apply marketing analytics techniques to real-world case studies

Review exploratory data analysis techniques

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Reintroduce yourself to exploratory data analysis techniques, such as descriptive statistics, visualization, and data manipulation, to prepare for course content.

Browse courses on Exploratory Data Analysis

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Revisit descriptive statistics (e.g., mean, median, standard deviation)
Practice visualizing data using charts and graphs
Manipulate data (e.g., filtering, sorting, recoding) using Excel or a statistical software package

Explore Excel's regression analysis capabilities

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Enhance your understanding of regression analysis by following tutorials specific to Excel, the software used in the course.

Browse courses on Regression

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Locate regression analysis tools in Excel
Run a regression analysis using Excel's built-in functions
Interpret the output from an Excel regression analysis

Five other activities

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Show all eight activities

Create a comprehensive study guide

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Organize and summarize course materials to improve retention and facilitate review.

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Gather all relevant course materials (e.g., notes, assignments, quizzes, exams)
Organize the materials into logical sections or topics
Summarize key concepts, definitions, and formulas

Solve regression problems

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Sharpen your regression analysis skills by practicing solving problems related to interpreting regression output, assessing model performance, and making predictions.

Browse courses on Regression

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Identify the appropriate regression model for different types of marketing data
Interpret regression output and assess model performance
Use regression to predict outcomes and make marketing decisions

Join a study group to discuss course concepts

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Enhance your understanding through discussions and collaboration with peers.

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Find other students taking the same course
Schedule regular meetings to discuss course material
Share notes and resources with each other

Develop a visualization tool for marketing data

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Apply your knowledge of data visualization and marketing analytics to create an interactive tool that helps marketers explore and interpret data.

Browse courses on Data Visualization

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Identify the marketing data to be visualized
Design the visualization tool using appropriate charts and graphs
Program the tool using a programming language or software

Develop a marketing campaign and track its performance

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Apply your knowledge of marketing analytics to design, implement, and evaluate a real-world marketing campaign.

Browse courses on Marketing Campaign

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Define the target audience and marketing objectives
Develop the marketing campaign strategy
Implement the campaign and track its performance using appropriate metrics

Career center

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

Market Researcher

Market Researchers gather and analyze data about consumer behavior and market trends to help businesses understand their customers and make better decisions about their products and services. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in data collection and analysis. You will learn how to design and conduct market research studies, how to analyze the data you collect, and how to present your findings to clients.

See salaries and explore the career path for Market Researcher

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to help businesses make better marketing decisions. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in data analysis and interpretation. You will learn how to use a variety of statistical techniques to analyze marketing data and how to use this information to make informed decisions about marketing campaigns.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Specialist

Digital Marketing Specialists plan and execute marketing campaigns using digital channels such as social media, email, and websites. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in digital marketing principles and practices. You will learn how to create and manage digital marketing campaigns, how to track and measure their success, and how to use data to optimize your campaigns.

See salaries and explore the career path for Digital Marketing Specialist

Brand Manager

Brand Managers are responsible for developing and managing the brand's identity and image. They work to create a consistent brand experience across all channels, including advertising, public relations, and social media. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in brand management principles and practices. You will learn how to develop and manage a brand strategy, how to create and execute brand marketing campaigns, and how to track and measure the success of your brand.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers are responsible for developing and managing the product's roadmap. They work with engineers, designers, and marketers to bring new products to market and to improve existing products. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in product management principles and practices. You will learn how to develop and manage a product roadmap, how to conduct market research, and how to launch and market new products.

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Business Analyst

Business Analysts help businesses improve their performance by analyzing their operations and identifying areas for improvement. They work with stakeholders from all levels of the organization to gather data, analyze problems, and develop solutions. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in business analysis principles and practices. You will learn how to gather and analyze data, how to identify and solve problems, and how to communicate your findings to stakeholders.

See salaries and explore the career path for Business Analyst

Data Scientist

Data Scientists use data to solve business problems. They work with data from a variety of sources, including surveys, transactions, and social media. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in data science principles and practices. You will learn how to collect, clean, and analyze data, how to build and use statistical models, and how to communicate your findings to stakeholders.

See salaries and explore the career path for Data Scientist

Consultant

Consultants help businesses improve their performance by providing them with advice and guidance. They work with clients from a variety of industries to identify and solve problems. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in consulting principles and practices. You will learn how to gather and analyze data, how to identify and solve problems, and how to communicate your findings to clients.

See salaries and explore the career path for Consultant

Financial Analyst

Financial Analysts help businesses make investment decisions. They analyze financial data to identify undervalued stocks and other investment opportunities. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in financial analysis principles and practices. You will learn how to analyze financial statements, how to value companies, and how to make investment recommendations.

See salaries and explore the career path for Financial Analyst

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. They work with sales representatives to develop and execute sales strategies, and they track and measure the success of sales campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in sales management principles and practices. You will learn how to develop and execute sales plans, how to motivate and lead sales teams, and how to track and measure the success of sales campaigns.

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Entrepreneur

Entrepreneurs start and run their own businesses. They are responsible for all aspects of the business, from developing the product or service to marketing and sales. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in entrepreneurship principles and practices. You will learn how to develop a business plan, how to raise capital, and how to market and sell your products or services.

See salaries and explore the career path for Entrepreneur

Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns. They work with marketing teams to create and manage marketing budgets, and they track and measure the success of marketing campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in marketing principles and practices. You will learn how to develop and execute marketing plans, how to manage marketing budgets, and how to track and measure the success of marketing campaigns.

See salaries and explore the career path for Marketing Manager

Public relations manager

Public Relations Managers are responsible for managing the public's perception of a company or organization. They work with the media to promote the company's products or services, and they respond to media inquiries. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in public relations principles and practices. You will learn how to develop and execute public relations campaigns, how to work with the media, and how to respond to media inquiries.

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Social Media Manager

Social Media Managers are responsible for developing and executing social media campaigns. They work with social media teams to create and manage social media content, and they track and measure the success of social media campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in social media principles and practices. You will learn how to develop and execute social media campaigns, how to create and manage social media content, and how to track and measure the success of social media campaigns.

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Advertising Manager

Advertising Managers are responsible for developing and executing advertising campaigns. They work with advertising agencies to create and place ads, and they track and measure the success of advertising campaigns. This course can help you develop the skills you need to be successful in this role by providing you with a strong foundation in advertising principles and practices. You will learn how to develop and execute advertising campaigns, how to work with advertising agencies, and how to track and measure the success of advertising campaigns.

See salaries and explore the career path for Advertising Manager