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Marketing Analytics

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more The course is ideal for practicing and aspiring marketing professionals who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. However it will also be of interest to anyone looking to learn the basics of marketing analytics.

Topics Covered

The marketing process
Metrics for measuring brand assets
Customer lifetime value
Marketing experiments
Regression basics

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Reviews summary

Foundational marketing analytics overview

According to students, the Marketing Analytics course offers a solid foundational understanding of key concepts for those new to the field. Many find the lectures clear and easy to follow, making complex topics like regression basics approachable. The course is particularly praised for its real-world applicability, with learners appreciating how concepts connect to marketing scenarios, enabling immediate application of strategies like Customer Lifetime Value (CLV) models. However, some experienced professionals note that the initial modules can be too basic, suggesting it might lack advanced depth for those already familiar with statistical methods. While it provides a good overview of metrics, some wish for more hands-on practice with specific analytical tools.

Perfectly suited for those new to the subject.

"Perfect for beginners like me who need to understand the core concepts without diving too deep into the math."

"Lectures were clear and easy to follow, even for complex topics like regression basics. The instructor simplifies concepts well."

"As someone new to analytics, I found this course to be very approachable and easy to understand."

Provides a clear and comprehensive introduction.

"A great introduction to marketing analytics. It laid a solid foundation without being overwhelming."

"Covers essential topics well, giving a broad understanding of marketing analytics."

"The course gave me the essential concepts of marketing analytics that I needed to start in this field."

Connects theory to immediate business use cases.

"The course does an excellent job of connecting theory to real-world marketing scenarios. I can immediately apply the CLV models to my work."

"Found the marketing experiments module particularly useful. It provided actionable strategies I could implement."

"I found the content highly practical for understanding marketing analytics in my current role and apply it directly."

Good overview, but limited on practical tools.

"Provides a good overview of key metrics, but I wish there was more depth on specific tools or advanced analytical methods."

"Could use more in-depth coverage on how to actually implement these analyses using software, that was a missing piece for me."

"Some sections felt a bit rushed, especially the more technical parts, requiring re-watching videos multiple times to grasp."

May feel too basic for experienced professionals.

"As an experienced marketer, I found some of the initial modules too basic, but the later content on experimentation and regression was valuable."

"If you're already familiar with statistical modeling, this course might feel a bit slow and introductory."

"I was hoping for more advanced techniques and case studies, but it seems to be more of an overview than in-depth analysis."

Career center

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

Reading list

We've selected 37 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 Marketing Analytics.

Brand Relevance

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This book, written by the famous brand consultant David Aaker, goes through a step-by-step process of what brand relevance is and how to attain it. It is written for marketing executives and provides tactical advice on how to achieve results.

Marketing Analytics

Topics Covered

Topics Covered

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Reviews summary

Foundational marketing analytics overview

Career center

Reading list

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