Marketing Analytics

Organizations large and small are inundated with data about consumer choices. Knowing how to interpret data is the challenge — and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. This course gives you the tools to measure brand and customer assets, perform regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. Real-world examples with companies such as Snapple, IBM, and Netflix show how marketing analytics informs important decisions. This course is ideal for learners who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. Week 1: Marketing Resource Allocation Week 2: Metrics for Measuring Brand Assets Week 3: Customer Lifetime Value Week 4: Regression Basics Week 5: Marketing Experiments