Marketing Analytics

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge – and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions.

This course, developed at the Darden School of Business at the University of Virginia, gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You’ll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.

You can follow my posts in Twitter, @rajkumarvenk, and on linkedin: https://www.linkedin.com/in/education-marketing .

Thanks, Raj Professor of Business Administration at Darden

• How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

• How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives

• How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively

• How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance

Syllabus

Syllabus - What you will learn from this course
Week 1
Leveraging User Generated Content
Week 2
Metrics for Measuring Brand Assets
Week 3
Customer Lifetime Value
Week 4
Marketing Experiments
Week 5
Regression Basics

FAQ

When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Reviews

Professor Raj is very nice. He explains it way that it's very easy to comprehend and not too overwhelming in terminologies. It is very useful for my marketing career

Good luck Prof Raj

Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.

Excellent course. The instructor is really good and explains all concepts and calculations really well. The quizzes are challenging and effective. Loved every bit of this course. Highly recommend.

Great Balance of Theory and Practical Understanding. Considering there is a lot of data generated in this world, this course is great to learn on the uses of data obtained from Marketing process