Course Summary
This course teaches you how to gather meaningful marketing insights that will help you make informed decisions for your business. You will learn how to use data to gain a competitive edge and create impactful marketing strategies.Key Learning Points
- Learn how to gather and analyze data to gain meaningful insights.
- Understand how to create impactful marketing strategies using data.
- Discover how to gain a competitive edge in your industry.
Related Topics for further study
Learning Outcomes
- Learn how to gather and analyze data to gain meaningful insights.
- Understand how to create impactful marketing strategies using data.
- Develop skills to gain a competitive edge in your industry.
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing concepts
- Familiarity with Excel or Google Sheets
Course Difficulty Level
IntermediateCourse Format
- Online
- Self-paced
- Video lectures
- Quizzes
Similar Courses
- Digital Marketing Analytics
- Marketing Analytics: Data Tools and Techniques
Related Education Paths
Notable People in This Field
- Neil Patel
- Seth Godin
Related Books
Description
With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices).
Outline
- Meet Dr. Schweidel & Course Overview
- Meet Dr. Schweidel
- Getting Started
- A Note About Exercises & Quizzes
- Exploring your Data with Visualization and Descriptive Statistics, Part 1
- Course Objectives & Example 1: Political Advertising Expenditures
- Course Goals & Example 2: Performing Arts Centers
- Organizing Data
- The Motion Picture Industry
- How Companies Learn Your Secrets
- Big Data in the Big Apple
- Motion Picture Industry Example Data Set
- Module 2 Quiz
- Exploring your Data with Visualization and Descriptive Statistics, Part 2
- Excel Analysis of Motion Picture Industry Data
- Displaying Conditional Distributions
- Analyzing Qualitative Variables
- Steps in Constructing Histograms
- Common Descriptive Statistics for Quantitative Data
- Giving Viewers What They Want
- Why Personalization is Key for Content Marketing
- Assignment: Survey Analysis Assignment
- Module 3 Quiz
- Regression Analysis for Marketing Data
- Regression-Based Modeling
- Introduction to Customer Analytics
- Customer Choices Drive Business Decisions
- Illustrating Customer Analytics in Excel
- How to Find Your Most Valuable Customers
- Assignment: Customer Acquisition Example
- Module 4 Quiz
- From Analysis to Action
- Customer Valuation Excel Demonstration
- Inventory Management Excel Demonstration
- Encouraging TV Binge Watching May Backfire On Advertisers
- Use Big Data to Create Value for Customers, Not Just Target Them
- Assignment: Using Regression for Inventory Management
- Module 5 Quiz
Summary of User Reviews
The Meaningful Marketing Insights course is highly recommended by many users as it provides excellent insights into the world of marketing. One key aspect that many users thought was good is the engaging and informative content that is presented in an easy-to-understand manner.Pros from User Reviews
- Engaging and informative content
- Easy-to-understand presentation
- Great for beginners and intermediate learners
- Instructors are knowledgeable and engaging
Cons from User Reviews
- Some learners found the course to be too basic
- Course materials can be repetitive at times
- Limited focus on specific industries or businesses
David Schweidel
4.2 Raiting
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