IIRF Online > Marketing > Marketing Analytics & Automation > Marketing Analytics > Marketing Analytics
Marketing Analytics by Coursera
Course Highlights
- 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
Skills you will learn!
Curriculum
15 Topics
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
Week 1 Quiz: the Marketing Process
Practice Quiz on the Marketing Process
Practice Quiz on Data Analytics Basics
18 Topics
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
Week 2 Quiz on Measuring Brand Assets
Practice Quiz on Brand and Brand Architecture
Practice Quiz on Calculating Brand Value
Building Brand Architecture
Pick a brand any brand!
Etch A Sketch's Brand Pyramid
15 Topics
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
Week 3 Quiz on CLV
Practice Quiz on CLV
How long is a customer worth keeping?
Challenge yourself!
21 Topics
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
Week 4: Marketing Experiments Quiz
Practice Quiz 1 on Designing Experiments
Practice Quiz 2 on Calculating Break Even and Lift
Practice Quiz 3 on Projecting Lift
Design a Marketing Experiment
20 Topics
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
Week 5 Quiz on Regression Analysis
Practice Quiz: Regressions
What did you learn from each of the guest speakers?
Marketing Analytics
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