Statistics for Marketing from Coursera

This course takes a deep dive into the statistical foundation upon which marketing analytics is built. The first part of this course will help you to thoroughly understand your dataset and what the data actually means. Then, it will go into sampling including how to ask specific questions about your data and how to conduct analysis to answer those questions.

Many of the mistakes made by Marketing Analysts today are due to a lack of understanding the concepts behind the tests they run, leading to incorrect tests or misinterpreting the results. This course is tailored to provide you with the necessary background knowledge to comprehend the "what" and "why" of your actions in a practical sense.

By the end of this course you will be able to:

• Understand the concept of dependent and independent variables

• Identify variables to test

• Understand the Null Hypothesis, P-Values, and their role in testing hypotheses

• Formulate a hypothesis and align it to business goals

• Identify actions based on hypothesis validation/invalidation

• Explain Descriptive Statistics (mean, median, standard deviation, distribution) and their use cases

• Understand basic concepts from Inferential Statistics

• Explain the different levels of analytics (descriptive, predictive, prescriptive) in the context of marketing

• Create basic statistical models for regression using data

• Create time-series forecasts using historical data and basic statistical models

• Understand the basic assumptions, use cases, and limitations of Linear Regression

• Fit a linear regression model to a dataset and interpret the output using Tableau and statsmodels

• Explain the difference between linear and multivariate regression

• Run a segmentation (cluster) analysis

• Describe the difference between observational methods and experiments

This course is designed for people who want to learn the basics of descriptive and inferential statistics and analytics in marketing.

What's inside

Syllabus

Descriptive Statistics

This week you’ll get an overview of the Statistics for Marketing course and you will learn the basics of Descriptive Statistics and when to use them. You will also be introduced to Bayesian statistics. You will also get an overview of your capstone project and at the end of the week you will complete part one.

Inferential Statistics

This week you will be introduced to inferential statistics and how to define samples and populations for marketing. You’ll also be introduced to the concept of variables. At the end of the week you will complete part two of your capstone project.

Designing Experiments and Testing Hypotheses

In week three, you’ll dig into how to formulate and test appropriate hypotheses for your business goals. You’ll wrap up the week with part three of your capstone project.

Data Modeling

This week you’ll be introduced to various model families and how to create them using Tableau. You’ll also learn how to interpret the results of these models. You’ll complete the fourth and final part of your capstone project, which you will be submitting as a peer review next week.

Using Statistics in Real-World Settings

This week you will combine and apply all the information you have learned throughout the course and submit your capstone project for peer review. You’ll finish out the course by hearing from a marketing analyst about how they apply the principles you learned in this course in the real-world.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Optimized for business leaders, marketing professionals, product managers, data analysts, and career changers interested in a data-driven approach to marketing

Targets marketing professionals, business leaders, and data analysts who want to learn the basics of descriptive and inferential statistics and analytics

Suitable for learners who want to develop their data-driven decision-making skills in marketing

May benefit beginners seeking a foundational understanding of marketing analytics concepts

Offers a practical approach to marketing analytics, focusing on real-world applications

Taught by an experienced instructor with a strong background in marketing analytics

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 Statistics for Marketing with these activities:

Review and Organize Course Materials

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Organize materials for effective revision.

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Review lecture notes, assignments, and readings.
Create summaries, flashcards, or mind maps for key concepts.

Read 'The Bayesian Way'

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Become familiar with Bayesian Statistics before the course begins.

View Bayesian Data Analysis (Chapman & Hall/CRC... on Amazon

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Purchase or rent the physical or e-book.
Read the first three chapters.

Tableau Tutorials

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Learn to use Tableau to visualize and analyze data.

Browse courses on Tableau

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Watch Tableau tutorials on descriptive and inferential statistics.
Practice creating visualizations using the techniques learned.

Six other activities

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Exercises on Data Cleaning

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Reinforce your understanding of data manipulation techniques.

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Use Python or R to clean a real-world dataset. Make sure to include data types and missing data.
Generate summary statistics for each variable after cleaning.

Create an Infographic

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Provide a visual representation of key concepts.

Browse courses on Metrics

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Choose a topic from the course.
Identify key statistics, concepts, and relationships.
Create a visually appealing and informative infographic.

Attend a Marketing Analytics Workshop

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Connect with professionals and learn about industry trends.

Browse courses on Marketing Analytics

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Identify relevant workshops on marketing analytics.
Register and attend the workshop.

Practice Hypothesis Testing

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Build confidence in the hypothesis testing process.

Browse courses on Hypothesis Testing

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State the hypotheses.
Calculate the test statistic.
Calculate the p-value.
Interpret the results.

Marketing Analytics Project

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Integrate various concepts learned in the course to solve a practical marketing analytics problem.

Browse courses on Marketing Analytics

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Define the business problem and objectives.
Collect and analyze data relevant to the business problem.
Develop and implement an appropriate marketing strategy.

Segmentation Project

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Apply segmentation techniques to a real-world marketing problem.

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Choose a dataset.
Identify and define customer segments based on business goals.
Present the findings in a report.

Career center

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

Marketing Analyst

The Statistics for Marketing course is tailored to provide you with the statistical knowledge you need to be successful as a Marketing Analyst. The course covers topics such as descriptive and inferential statistics, hypothesis testing, and data modeling, all of which are essential skills for Marketing Analysts. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Marketing Analyst

Statistician

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as a Statistician. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

See salaries and explore the career path for Statistician

Data Analyst

As a Data Analyst, you will use your knowledge of statistics to collect, analyze, and interpret data. The Statistics for Marketing course will teach you the skills you need to succeed in this role. This course covers topics such as descriptive and inferential statistics, data modeling, and time-series forecasting. By taking this course, you will gain the skills and knowledge you need to succeed as a Data Analyst.

See salaries and explore the career path for Data Analyst

Analyst

The Statistics for Marketing course will provide you with the necessary statistical knowledge to be successful as an Analyst. The course covers topics such as descriptive and inferential statistics, linear regression, and time-series forecasting, all of which are essential skills for Analysts. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Operations Research Analyst

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as an Operations Research Analyst. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Consultant

The Statistics for Marketing course will provide you with the statistical knowledge you need to be successful as a Consultant. The course covers topics such as descriptive and inferential statistics, hypothesis testing, and data modeling, all of which are essential skills for Consultants. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Quantitative Analyst

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as a Quantitative Analyst. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Actuary

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as an Actuary. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Market Researcher

The Statistics for Marketing course will provide you with a strong foundation for a career as a Market Researcher. The course covers topics such as descriptive and inferential statistics, hypothesis testing, and data modeling, all of which are essential skills for Market Researchers. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Data Scientist

The Statistics for Marketing course will help you build a foundation in statistics, which is essential for a career as a Data Scientist. The course covers topics such as descriptive and inferential statistics, data modeling, and time-series forecasting. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Data Engineer

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as a Data Engineer. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Financial Analyst

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as a Financial Analyst. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Business Analyst

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as a Business Analyst. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Product Manager

The Statistics for Marketing course will provide you with a strong foundation in statistics, which is essential for a career as a Product Manager. The course covers topics such as descriptive and inferential statistics, probability, and data modeling. By taking this course, you will gain the skills and knowledge you need to succeed in this role.

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Software Engineer

The Statistics for Marketing course may be useful for a career as a Software Engineer. The topics covered in the course, such as descriptive and inferential statistics and data modeling, are not directly related to software engineering. However, they may be helpful in developing the analytical and problem-solving skills that are essential for success in this role.

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