Marketing Analytics Capstone Project from Coursera

What's inside

Syllabus

Marketing Analytics Project Description

This module will define the goals and activities for the marketing analytics capstone project.

Exploratory Analysis

In this module, we will begin to examine individual variables and their relationship to the status of the loan. Note, this module includes review items from previous courses in the specialization. This content is not required, but recommended as content to revisit.

Data Preparation and Model Building

While there are many ways to build a classification model, we will focus on using logistic regression, a common tool for marketing problems in which the dependent variable is binary. We will begin by choosing a single predictor variable and then determine which other variables need to be added to our analysis. In this module, we will focus on developing alternative models that all have a single predictor.

Model Validation and Comparison

In the previous module, we estimated a model linking home ownership to whether or not a loan is considered risky. In this module, we will begin by assessing the accuracy of this model relative to a naïve model. We will then use this spreadsheet as a means of assessing how well the model performs when different predictors are used.

Incorporating Multiple Predictor Variables

In this module, we will generalize the logistic regression tool that was developed to include multiple predictor variables. We will also consider an alternative means of evaluating the performance of the model.

Congratulations!

This module provides a final congratulatory video from Professor David Schweidel.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides hands-on labs and interactive materials

Provides a comprehensive study of science, math, and technology

Examines marketing analytics, which is highly relevant to industry

Taught by David Schweidel, who are recognized for their work in marketing analytics

Builds a strong foundation for beginners

Reviews summary

Capstone course issues

According to students, this capstone course has some issues. Grading assignments is not consistent, making it difficult to achieve the required passing grade of 80%. Some students who are not fully proficient are grading other students' assignments, which has led to poor feedback and a lack of alignment with assignment requirements. This has created a frustrating experience for students and raised concerns about the quality of the course. As a result, some students may have to wait until the next course offering to retake it, despite investing time and effort in this one.

Students with limited knowledge are grading other students' assignments.

"The same students that could not come close to completing the assignment are grading other students' assignments."

"I reviewed numerous assignments, and they were far from complete."

"This has created a frustrating experience for students"

Inconsistent grading makes it difficult to pass.

"A passing grade is set at 80% which is reasonable, but students grade assignments in increments of 25%."

"This basically means that you need to achieve 100% on the final assignment, which is not realistic given the knowledge of the students."

"The feedback I received didn't align with the requirements of the assignment"

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 Capstone Project with these activities:

Watch video tutorials on marketing analytics techniques

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This activity will help you to learn new marketing analytics techniques.

Browse courses on Marketing Analytics

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Identify a video tutorial that you want to watch.
Watch the video tutorial.
Take notes on the key concepts.

Complete practice problems on marketing analytics concepts

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This activity will help you to reinforce your understanding of the concepts covered in the course.

Browse courses on Marketing Analytics

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Identify a practice problem set.
Complete the practice problems.
Check your answers against the answer key.

Read 'Marketing Analytics: Data-Driven Techniques with Spreadsheet Applications'

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This book will provide you with a solid foundation in the principles and practices of marketing analytics.

View Marketing Analytics on Amazon

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Read the first three chapters of the book.
Complete the exercises at the end of each chapter.
Take practice quizzes on the material.

Eight other activities

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Explore Data Analysis with Coursera

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This tutorial will provide a good overview of the concepts and techniques used in Exploratory Data Analysis, which is a key component of this course.

Browse courses on Exploratory Data Analysis

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Navigate to Coursera and search for 'Exploratory Data Analysis'
Enroll in the course and complete the first module

Create a presentation on a topic in marketing analytics

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This activity will help you to develop your communication and presentation skills.

Browse courses on Marketing Analytics

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Choose a topic in marketing analytics that you are interested in.
Research the topic and gather data.
Create a presentation that is clear, concise, and engaging.
Present your presentation to a group of your peers.

Develop a marketing analytics plan for a small business

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This project will allow you to apply the principles of marketing analytics to a real-world problem.

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Identify a small business that is struggling with its marketing efforts.
Conduct a marketing audit to assess the business's current marketing situation.
Develop a marketing analytics plan to address the business's needs.
Implement the marketing analytics plan and track its results.

Design a Marketing Analytics Dashboard

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Creating a dashboard will help you visualize and interpret the results of your analysis, which is essential for making informed marketing decisions.

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Gather data from various sources
Identify key metrics and KPIs
Design and develop the dashboard using a tool like Tableau or Power BI

Develop a marketing analytics dashboard

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This activity will allow you to develop your data visualization and dashboarding skills.

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Identify the key metrics that you want to track.
Choose a data visualization tool.
Create a dashboard that is visually appealing and easy to read.
Share your dashboard with others.

Attend a marketing analytics conference or meetup

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This activity will allow you to network with other marketing analytics professionals and learn about the latest trends in the field.

Browse courses on Marketing Analytics

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Find a marketing analytics conference or meetup in your area.
Register for the event.
Attend the event and network with other attendees.

Volunteer at a marketing analytics organization

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This activity will allow you to give back to the community and learn about marketing analytics in a real-world setting.

Browse courses on Marketing Analytics

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Find a marketing analytics organization in your area.
Contact the organization and ask about volunteer opportunities.
Volunteer at the organization and assist with marketing analytics projects.

Attend a marketing analytics workshop

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This activity will allow you to learn new marketing analytics techniques and skills.

Browse courses on Marketing Analytics

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Find a marketing analytics workshop in your area.
Register for the workshop.
Attend the workshop and participate in the activities.

Career center

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

Researcher

Researchers in the marketing field work to understand what customers want and need. This course will help equip you with the skills needed to collect, analyze, and interpret data to drive marketing decisions. It will also help you develop you develop a foundation in statistical analysis, data mining, and predictive modeling—skills that are highly sought after by employers in the market research field.

See salaries and explore the career path for Researcher

Marketing Data Analyst

Marketing Data Analysts use their knowledge and expertise in data analysis, statistics, and marketing to help interpret and communicate customer behavior. They help businesses make informed decisions on how to target their marketing efforts more effectively. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

See salaries and explore the career path for Marketing Data Analyst

Data Analyst

Data Analysts collect, clean, analyze, and interpret data to help organizations make better decisions. This course will provide you with the skills and knowledge you need to succeed in this role, including data analysis, statistical modeling, and data visualization. You will also learn how to use data to solve business problems and communicate your findings effectively.

See salaries and explore the career path for Data Analyst

Market Research Analyst

Market Research Analysts use data to understand market trends and customer behavior. They help businesses make informed decisions on how to develop and market their products and services. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Marketing Manager

Marketing Managers plan and execute marketing campaigns and oversee all aspects of marketing for their organization. They use data to understand market trends and customer behavior, and develop marketing strategies that drive sales and build brand awareness. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

See salaries and explore the career path for Marketing Manager

Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing plans for specific products or services. They use data to understand market trends and customer behavior, and develop marketing strategies that drive sales and build brand awareness. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

See salaries and explore the career path for Product Marketing Manager

Business Analyst

Business Analysts use data to help organizations make better decisions. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

See salaries and explore the career path for Business Analyst

Financial Analyst

Financial Analysts use data to analyze financial performance and make investment recommendations. They work with clients to help them achieve their financial goals. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Operations Research Analyst

Operations Research Analysts use data to help organizations solve complex problems. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Risk Analyst

Risk Analysts use data to identify and assess risks. They work with stakeholders across the organization to develop strategies to mitigate those risks. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Data Scientist

Data Scientists use data to solve complex problems and develop new products and services. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Software Engineer

Software Engineers design, develop, and test software applications. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Computer Programmer

Computer Programmers write and test computer code. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Web Developer

Web Developers design and develop websites. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

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Database Administrator

Database Administrators manage and maintain databases. They work with stakeholders across the organization to understand business needs, and then use data to develop solutions to those needs. This course will provide you with the skills needed to succeed in this role, including data analysis, statistical modeling, and data visualization.

See salaries and explore the career path for Database Administrator