Data-Driven Marketing: Interpretation, Storytelling and the Future of Market Research from edX

The market research industry is constantly evolving, resulting in new innovations that will impact organizations. It is imperative that your marketing activities stay relevant to maintain a competitive advantage.

This course will provide you with a comprehensive overview of how to analyze and interpret data accurately, present research findings, and how to retain collected data. You will learn how to effectively communicate your market research insights by mastering the art of storytelling. Through this course, you will explore the future of market research and the impact of the ever-changing marketing industry on organizations. You will have a better understanding of the role of big data and strategies to stay relevant in the field.

What you'll learn

Outline the importance of interpreting data accurately.
Choose the most appropriate method to report on market research findings.
Recommend methods to build and maintain ongoing organizational market knowledge.
Identify new market research and data collection tools that are being utilized by organizations.
Determine the impact of big data on market research.
Reflect on how organizations can stay relevant in the evolving environment of market research.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores a variety of market research techniques and methods

Taught by Dr. James Lappeman and Paul Egan, who bring a wealth of experience in market research

Develops skills in analyzing, interpreting, and presenting market research data, which are essential for marketing professionals

Covers key topics in market research, including data collection, analysis, and reporting

Provides insights into the future of market research and the impact of big data, which is valuable for professionals looking to stay ahead of the curve

Requires learners to have some prior knowledge of market research concepts, so it may not be suitable for complete beginners

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 Data-Driven Marketing: Interpretation, Storytelling and the Future of Market Research with these activities:

Review data analysis fundamentals

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Review the mathematical and statistical concepts that will be the foundation of this course. This will help to make your learning in the course more efficient and effective.

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Review basic statistics and probability.
Brush up on data visualization techniques.
Test your understanding with online exercises or quizzes.

Learn about market research tools

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Learn how to use in-demand market research tools such as Google Analytics, SurveyMonkey, and SEMrush to increase your knowledge of data collection and analysis.

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Find tutorials on specific tools on platforms like YouTube, Coursera, or Udemy.
Practice using the tools by completing hands-on exercises.
Connect with other users and experts in online forums to exchange knowledge.

Analyze real-world market research data

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Apply the techniques you learn in the course to real-world data to develop your proficiency in interpreting and making insights from market research data.

Browse courses on Data Analysis

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Find publicly available market research datasets or use data from your own organization.
Apply the data analysis techniques you learn in the course to explore and analyze the data.
Present your findings in a clear and concise manner, highlighting key insights and recommendations.

Two other activities

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Develop a market research plan

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Create a comprehensive market research plan that includes the research objectives, target audience, methodology, budget, and timeline. This will provide you with hands-on experience in designing and planning a market research project.

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Define the research objectives and target audience.
Choose the appropriate research methods and techniques.
Develop a data collection plan, including sampling strategy and data collection tools.
Estimate the budget and timeline for the research project.
Write a comprehensive market research plan document.

Create a market research presentation

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Develop a persuasive market research presentation that effectively communicates your research findings and insights to stakeholders. This will give you the opportunity to practice your communication and storytelling skills.

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Define the key messages and insights you want to convey.
Create visually appealing slides using charts, graphs, and images.
Practice delivering your presentation to get feedback and improve your communication skills.

Career center

Learners who complete Data-Driven Marketing: Interpretation, Storytelling and the Future of Market Research will develop knowledge and skills that may be useful to these careers:

Data Scientist

Data Scientists use data analysis to solve complex problems. They use this information to help businesses make better decisions about how to operate. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Data Scientist

Market Researcher

Market Researchers gather and analyze data about consumers, competitors, and market trends. They use this information to help businesses make informed decisions about marketing strategies. This course will provide you with the skills needed to conduct market research, analyze data, and present your findings. It will also help you stay up-to-date on the latest trends in market research.

See salaries and explore the career path for Market Researcher

Machine Learning Engineer

Machine Learning Engineers use data analysis to develop and implement machine learning models. They use this information to help businesses automate tasks and make better decisions. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Machine Learning Engineer

Quantitative Researcher

Quantitative Researchers use data analysis to understand consumer behavior and develop marketing strategies. They use this information to help businesses make better decisions about how to market their products and services. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Quantitative Researcher

Marketing Scientist

Marketing Scientists use data analysis to understand consumer behavior and develop marketing strategies. They use this information to help businesses make better decisions about how to market their products and services. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Marketing Scientist

Financial Analyst

Financial Analysts use data analysis to evaluate the financial performance of companies. They use this information to make recommendations to investors and other stakeholders. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Financial Analyst

Business Analyst

Business Analysts help businesses identify and solve problems. They use data analysis to understand the business and identify areas for improvement. This course will provide you with the skills needed to analyze data and identify trends. It will also help you develop the ability to communicate your findings to others.

See salaries and explore the career path for Business Analyst

Data Analyst

Data Analysts collect, clean, and analyze data to identify trends and patterns. They use this information to help businesses make better decisions. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Data Analyst

Risk Analyst

Risk Analysts use data analysis to identify and assess risks. They use this information to help businesses make decisions about how to manage risk. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

See salaries and explore the career path for Risk Analyst

Marketing Manager

Marketing Managers oversee the marketing activities of an organization. These professionals are familiar with the principles of market research and data trends analysis. They use this knowledge to develop and execute successful marketing campaigns. This course will help build a foundation in the fundamentals of marketing research. It will also help you develop the skills needed to analyze and interpret data, which are essential for success as a Marketing Manager.

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Product Manager

Product Managers are responsible for the development and launch of new products. They use data analysis to understand customer needs and develop products that meet those needs. This course will provide you with the skills needed to analyze data and identify trends. It will also help you develop the ability to communicate your findings to others.

See salaries and explore the career path for Product Manager

Consultant

Consultants provide advice to businesses on a variety of topics, including marketing, strategy, and operations. They use data analysis to help businesses understand their problems and develop solutions. This course will provide you with the skills needed to analyze data and communicate your findings to others. It will also help you develop the ability to think strategically and solve problems.

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Software Engineer

Software Engineers design, develop, and maintain software systems. They use data analysis to identify areas for improvement and develop new features. This course will provide you with the skills needed to collect, clean, and analyze data. It will also help you develop the ability to interpret data and communicate your findings to others.

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Operations Manager

Operations Managers are responsible for the day-to-day operations of a business. They use data analysis to identify areas for improvement and develop strategies to improve efficiency. This course will provide you with the skills needed to analyze data and identify trends. It will also help you develop the ability to communicate your findings to others.

See salaries and explore the career path for Operations Manager

Project Manager

Project Managers plan, execute, and close projects. They use data analysis to track progress and identify areas for improvement. This course will provide you with the skills needed to analyze data and identify trends. It will also help you develop the ability to communicate your findings to others.

See salaries and explore the career path for Project Manager