Course Summary
Learn how to use data to make informed decisions in marketing with this course from the University of Virginia Darden School of Business. Gain hands-on experience with analytics tools and techniques that can help you better understand customer behavior and improve marketing strategies.Key Learning Points
- Understand the role of data in marketing decision-making
- Learn how to use analytics tools to analyze customer behavior
- Explore new marketing strategies based on data insights
Related Topics for further study
Learning Outcomes
- Analyze customer behavior using data analytics tools
- Develop data-driven marketing strategies
- Make informed decisions using data insights
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing principles
- Familiarity with data analytics tools (recommended)
Course Difficulty Level
IntermediateCourse Format
- Online
- Self-paced
- Video lectures
- Hands-on exercises
Similar Courses
- Marketing Analytics: Data Tools and Techniques
- Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
- Marketing Analytics: Stand Out by Becoming a Certified Analyst
Related Education Paths
Related Books
Description
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.
Knowledge
- 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
Outline
- The Marketing Process
- Data, Data Everywhere!
- Course Overview
- Why Marketing Analytics?
- Introduction to the Marketing Process
- Airbnb Marketing Process
- Airbnb's Strategic Challenge
- Airbnb's Marketing Strategy with Data
- Using Text Analytics
- Utilizing Data to Improve Marketing Strategy
- Takeaways: Improving the Marketing Process with Analytics
- Course Overview & Requirements
- Use Discussion Forums to Deepen Your Learning
- Practice Quiz on the Marketing Process
- Practice Quiz on Data Analytics Basics
- Week 1 Quiz: the Marketing Process
- Metrics for Measuring Brand Assets
- Intro to Metrics for Measuring Brand Assets
- Snapple and Brand Value
- Developing Brand Personality
- Brand Personality: Red Bull
- Developing Brand Architecture
- Brand Architecture: Red Bull
- Brand Architecture: Etch A Sketch
- Measuring Brand Value
- Measuring Brand Value: Key Points
- Revenue Premium as a Measure of Brand Equity
- Calculating Brand Value: Snapple
- Takeaways: Measuring Brand Value
- Practice Quiz on Brand and Brand Architecture
- Practice Quiz on Calculating Brand Value
- Week 2 Quiz on Measuring Brand Assets
- Customer Lifetime Value
- Welcome to Week 3
- Customer Lifetime Value (CLV)
- Customer Lifetime Value: Netflix
- Calculating CLV
- Understanding the CLV Formula
- Applying the CLV Formula: Netflix
- Extending the CLV Formula, Part 1
- Extending the CLV Formula, Part 2
- Using CLV to Make Decisions: IBM
- CLV: A Forward Looking Measure
- Takeaways: CLV
- Practice Quiz on CLV
- Week 3 Quiz on CLV
- Marketing Experiments
- Welcome to Week 4
- Determining Cause and Effect through Experiments
- Designing Basic Experiments
- Designing Before - After Experiments
- Designing Full Factorial Web Experiments
- Designing an Experiment: Etch A Sketch
- Analyzing an Experiment: Etch A Sketch
- Analyzing an Experiment: Betty Spaghetty
- Projecting Lift
- Calculating Projected Lift: Betty Spaghetty
- Pitfalls of Marketing Experiments: Betty Spaghetty
- Maximizing Effectiveness: Nanoblocks
- Takeaways: Marketing Experiments
- Spreadsheet with Formulas
- Transformation of Marketing at the Ohio Art Company (abridged)
- MBTN Assessments
- Practice Quiz 1 on Designing Experiments
- Practice Quiz 2 on Calculating Break Even and Lift
- Practice Quiz 3 on Projecting Lift
- Week 4: Marketing Experiments Quiz
- Regression Basics
- Welcome to Week 5
- Using Regression Analysis
- What Regressions Reveal
- Interpreting Regression Outputs
- Multivariable Regressions
- Omitted Variable Bias
- Using Price Elasticity to Evaluate Marketing
- Understanding Log-Log Models
- Marketing Mix Models
- Takeaways: Regressions
- Course Conclusion
- Interview with Jennifer Chick, VP Marketing, Hilton Worldwide - Part 1
- Interview with Jennifer Chick, VP Marketing, Hilton Worldwide - Part 2
- Interview with Paul Hunter, Head of Operations, dunnhumby, on Using Data - Part 1
- Interview with Paul Hunter, Head of Operations, dunnhumby, on Using Data - Part 2
- Interview with Paul Flugel, VP of Global Marketing Performance - Part 1
- Interview with Paul Flugel, VP of Global Marketing Performance - Part 2
- Practice Quiz: Regressions
- Week 5 Quiz on Regression Analysis
Summary of User Reviews
Key Aspect Users Liked About This Course
Great instructors who deliver the content in an engaging way.Pros from User Reviews
- In-depth coverage of market analytics concepts and techniques.
- Real-world case studies and examples make the content more practical and applicable.
- Easy to follow course structure and well-organized modules.
- Interactive quizzes and assignments that help reinforce understanding.
- Good balance of theory and practical application.
Cons from User Reviews
- Some users found the course to be too basic and lacking in advanced topics.
- Some users found the course to be too general and not industry-specific enough.
- Some users felt that the pace of the course was too slow and the content could have been covered more efficiently.
- Some users experienced technical issues with the platform and had difficulty accessing course materials.
- Some users found the course to be too expensive compared to other similar courses available online.
Rajkumar Venkatesan
4.7 Raiting
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