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Data-Driven Marketing

Interpretation, Storytelling and the Future of Market Research

Dr. James Lappeman and Paul Egan

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.

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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.

Enroll now

Traffic lights

Read about what's good
what should give you pause
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

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Reviews summary

Data storytelling for modern marketers

According to students, this course is a largely positive experience, particularly for professionals seeking to enhance their strategic marketing and communication skills. Learners consistently highlight the transformative focus on data storytelling, which provides concrete strategies for presenting complex data and turning it into actionable insights. Many find the content highly practical and immediately applicable to their roles, appreciating its relevance to current and future market research trends, including big data and AI. While some older feedback mentioned a lack of depth for advanced learners, recent reviews suggest it's an excellent refresher and a well-structured guide, especially for those looking to bridge data analysis with effective communication.
Best suited for mid-career learners and those bridging data to strategy.
"It’s perfect for professionals looking to stay current. I didn't find anything particularly new or groundbreaking, but it solidified my understanding and offered fresh perspectives..."
"As a seasoned market researcher, I was looking for a course that could provide some fresh insights... It's great for mid-career professionals."
"As someone who works in the field, I found it to be a rehash of basic concepts presented in an overly academic way. Not recommended for experienced professionals."
"I was expecting cutting-edge insights into data-driven strategies, but instead, I got very high-level overviews. Beginner level at best..."
"While the core content was good, I felt some parts, especially on advanced statistical techniques, were only briefly touched upon."
Valuable inclusion of ethical data handling and practices.
"The discussions on ethical considerations in data use were a valuable addition that isn't always covered elsewhere."
"The emphasis on ethical data handling resonated with me."
"I particularly valued the emphasis on ethical data practices and the integration of AI tools in future market research."
Organized content, up-to-date with big data, AI, and future trends.
"The content was well-organized and the information presented was easy to digest. What I particularly appreciated were the updated examples and the focus on current trends in market research."
"The modules on big data and future trends were insightful and broadened my perspective on where the industry is heading."
"The course content is highly relevant to today's marketing landscape. I found the sections on predictive analytics and AI in market research especially fascinating."
"The course strikes a great balance between foundational knowledge and cutting-edge trends. I learned a lot about how to leverage new technologies in data collection and analysis."
Delivers immediate, real-world applicability for marketing roles.
"The content on data interpretation was thorough, and the practical exercises helped reinforce the learning. I loved the emphasis on turning raw data into actionable insights..."
"The course content is highly relevant to today's marketing landscape."
"I found the practical tips on visualizing data and crafting narratives invaluable. I immediately started applying what I learned in my daily tasks."
"It's highly practical and immediately applicable to my role. The assignments truly test my understanding."
Master effective data communication and narrative creation.
"The storytelling aspect was incredibly well-taught and immediately applicable. I've always struggled with presenting data in an engaging way, and this course provided concrete strategies and frameworks."
"This course completely changed how I approach market research. The focus on storytelling is a game-changer. I now see data not just as numbers but as a narrative waiting to be told."
"The practical tips on visualizing data and crafting narratives were invaluable. I immediately started applying what I learned in my daily tasks."
"This course goes beyond just numbers; it teaches you how to create compelling narratives from data."

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
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.
Show steps
  • Review basic statistics and probability.
  • Brush up on data visualization techniques.
  • Test your understanding with online exercises or quizzes.
Learn about market research tools
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.
Show steps
  • 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
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
Show steps
  • 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
Expand to see all activities and additional details
Show all five activities
Develop a market research plan
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.
Show steps
  • 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
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.
Browse courses on Data Presentation
Show steps
  • 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
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
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
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
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
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
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
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.
See salaries and explore the career path for Marketing Manager
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.
See salaries and explore the career path for Consultant
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.
See salaries and explore the career path for Software Engineer
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

Reading list

We've selected 12 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 Data-Driven Marketing: Interpretation, Storytelling and the Future of Market Research.
Cover image
Storytelling with You
Save
Provides a practical guide to data storytelling, helping you to communicate your research findings in a clear and engaging way. It covers topics such as data visualization, narrative development, and presentation skills.
Storytelling with You: Plan, Create, and Deliver a...
Paperback
$$
Storytelling with You: Plan, Create, and Deliver a...
Kindle Edition
$$
Cover image
Marketing Research
Save
Provides a practical guide to marketing research, covering topics such as research design, data collection, analysis, and interpretation. It includes case studies and examples from a variety of industries.
Marketing Research
Paperback
Check
Marketing Research
Kindle Edition
Check
Cover image
Marketing Analytics
Save
Provides a comprehensive overview of marketing analytics and how to use data-driven techniques to improve marketing decision-making. It covers topics such as data collection, analysis, and visualization, and provides hands-on exercises using Microsoft Excel.
Marketing Analytics: Data-Driven Techniques with...
Paperback
$$
Marketing Analytics: Data-Driven Techniques with...
Kindle Edition
$$
Cover image
Microsoft Excel 2010 Data Analysis and Business...
Save
Provides a practical guide to marketing analytics, covering topics such as data collection, analysis, and visualization. It includes case studies and examples from a variety of industries.
Microsoft Excel 2010 Data Analysis and Business...
Paperback
Check
Microsoft Excel 2010 Data Analysis and Business...
Kindle Edition
Check
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a practical guide to the lean startup method. It explains how to test your business ideas quickly and cheaply, and how to iterate and improve your products and services.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
The Innovator's Dilemma, with a New Foreword
Save
Provides a framework for understanding why large companies often fail to innovate. It explains the concept of the innovator's dilemma and how to overcome it.
The Innovator's Dilemma, with a New Foreword: When...
Hardcover
$$
The Innovator's Dilemma, with a New Foreword: When...
Audio CD
$$
The Innovator's Dilemma, with a New Foreword: When...
Kindle Edition
$$
Cover image
Traction
Save
Provides a practical guide to getting customers for your startup. It covers topics such as marketing, sales, and customer service.
Traction
Paperback
$$
(Français) Traction - Comment toute start-up peut développer...
Kindle Edition
$$
(Italiano) Traction. Le strategie vincenti per ottenere una...
Paperback
$$
Cover image
The AI Playbook
Save
Provides an overview of predictive analytics, explaining how to use data to predict future events. It covers topics such as data mining, machine learning, and statistical modeling.
The AI Playbook: Mastering the Rare Art of Machine...
Hardcover
$$
The AI Playbook: Mastering the Rare Art of Machine...
Kindle Edition
$$
Marketing Management
Save
Classic textbook on marketing management, covering topics such as marketing strategy, product development, pricing, distribution, and promotion. It provides a comprehensive overview of the marketing field.
Marketing Management
Paperback
Check
Marketing Management
Kindle Edition
Check
Cover image
The 4-Hour Work Week
Save
Provides a controversial but practical guide to escaping the 9-5 grind and living a more fulfilling life. It covers topics such as time management, productivity, and outsourcing.
The 4-Hour Work Week
Paperback
Check
The 4-Hour Work Week
Kindle Edition
Check
Cover image
Data Analytics & Visualization All-in-One For...
Save
Provides a practical guide to big data, helping you to understand what it is, how to use it, and how to avoid the pitfalls. It covers topics such as data storage, analysis, and visualization.
Data Analytics & Visualization All-in-One For...
Paperback
$$
Data Analytics & Visualization All-in-One For...
Kindle Edition
$$
Decoded
Save
Provides a step-by-step guide to developing a marketing plan. It covers topics such as market research, target market analysis, marketing strategy, and budgeting.
Decoded
Hardcover
$$

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Course image
Effort
2 to 4 hours per week for 4 weeks
Level
Introductory
Via
edX
Institution
University of Cape Town
Instructors
Dr. James Lappeman
Paul Egan
Language
English
Transcript
English
Traffic lights
Read about what's good
what should give you pause
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
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