This course introduces students to the science of business analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide businesses and managers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the ideal analytic tool for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data; and utilize data in decision making for their agencies, organizations or clients.
Applying Data Analytics in Marketing
伊利诺伊大学香槟分校
教学大纲 - 您将从这门课程中学到什么
周
1完成时间为 6 小时
Course Introduction
With the first module, we will measure and identify satisfied customers to adjust product or service accordingly. To measure the customer satisfaction we will measure expectations, performance and disconfirmation of the offered product or service. We will also provide an overview of marketing analytics used to gauge the effectiveness of different marketing activities. Finally, we will go through measurement and scaling techniques.
20 个视频 （总计 132 分钟）, 6 个阅读材料, 5 个测验
20 个视频
Interview with Monica Penagos – MOOC intro8分钟
Tour of R and RStudio5分钟
Projects3分钟
Math Function4分钟
Scalar Variables6分钟
Column Vectors9分钟
Data Frame6分钟
Data Frame Import2分钟
Help and Cheat Sheets2分钟
Interview with Monica Penagos – Intro to Customer Satisfaction1分钟
Lesson 1-1.1 Introduction to Marketing Analytics and Customer Satisfaction5分钟
Lesson 1-1.2 Marketing Analtyics – A Brief History12分钟
Lesson 1-2 Customer Satisfaction12分钟
Lesson 1-3.1 Measurements and Scaling Techniques – Introduction3分钟
Lesson 1-3.2 Measurements and Scaling Techniques – Primary Scales of Measurement11分钟
Lesson 1-3.3 Measurements and Scaling Techniques – Comparative Scaling9分钟
Lesson 1-3.4 Measurements and Scaling Techniques – Non-Comparative Scaling9分钟
Lesson 1-4.1 Experiment Design: Key Concepts9分钟
Lesson 1-4.2 Experiment Design: Controlling for Experimental Errors8分钟
6 个阅读材料
Syllabus30分钟
About the Discussion Forums10分钟
Glossary10分钟
Update Your Profile10分钟
Module 1 Overview20分钟
Module 1 Readings1 小时 30 分
5 个练习
Orientation Quiz10分钟
Lesson 1-1 Practice Quiz4分钟
Lesson 1-2 Practice Quiz4分钟
Lesson 1-3 Practice Quiz10分钟
Module 1 Graded Quiz30分钟
周
2完成时间为 4 小时
Module 2
We will explore the marketing world through process of A/B testing, design of experiments, data analysis, and hypothesis testing. Next, we study Analysis of Variance (ANOVA) which is used to determine significant differences between two or more categorical groups. We will study ANOVA’s assumptions, test inference and different types of ANOVA. We also spend some time in designing experiments.
8 个视频 （总计 78 分钟）, 2 个阅读材料, 4 个测验
8 个视频
Lesson 2-1.1 A/B Testing: Introduction11分钟
Lecture 2-1.2 A/B Testing: Types of Tests7分钟
Lesson 2-1.3 A/B Testing: R Example10分钟
Lesson 2-2.1 ANOVA – Introduction14分钟
Lesson 2-2.2 One-Way ANOVA – Insect Spray Example8分钟
Lesson 2-2.3 One-Way ANOVA – Insect Spray Example in R10分钟
Lesson 2-2.4 Two-Way ANOVA – Tooth Growth Example11分钟
2 个阅读材料
Module 2 Overview20分钟
Module 2 Readings7分钟
3 个练习
Lesson 2-1 Practice Quiz8分钟
Lesson 2-2 Practice Quiz16分钟
Module 2 Graded Quiz30分钟
周
3完成时间为 4 小时
Module 3
We will learn about the Binary Outcome model using Logit function. The Logistic regression is sued when the dependent variable has a binary outcome. Next, we cover Multidimensional Scaling (MDS). MDS is used in marketing to understand the pair-wise similarity of the individual cases of data-set. This technique maps the individual cases onto a 2-dimensional Cartesian graph for visual analysis.
7 个视频 （总计 63 分钟）, 2 个阅读材料, 4 个测验
7 个视频
Lesson 3-1.1 Binary Outcome Model – Logit Model12分钟
Lesson 3-1.2 Binary Outcome Model – Logit Model Example 111分钟
Lecture 3-1.3 Binary Outcome Model – Logit Model Example 27分钟
Lesson 3-2.1 Multi-Dimensional Scaling Introduction10分钟
Lesson 3-2.2 Conducting an MDS Analysis9分钟
Lesson 3-2.3 Multi-Dimensional Scaling – R Example9分钟
2 个阅读材料
Module 3 Overview20分钟
Module 3 Readings30分钟
3 个练习
Lesson 3-1 Practice Quiz4分钟
Lesson 3-2 Practice Quiz5分钟
Module 3 Graded Quiz30分钟
周
4完成时间为 4 小时
Module 4
We will learn about Conjoint Analysis to understand how individuals combine and weigh different attributes. We will introduce the concept of conjoint analysis and part-worth utilities. We will survey different approaches before focusing our attention to the classical conjoint analysis. We will reinforce our understanding by studying an example in detail before running examples of the analysis in R
11 个视频 （总计 70 分钟）, 2 个阅读材料, 3 个测验
11 个视频
Lecture 4-1.1 Conjoint Analysis – Introduction7分钟
Lesson 4-1.2 Conjoint Analysis – Data Collection Methods9分钟
Lesson 4-1.3 Conjoint Analysis – Types of Conjoint Analysis2分钟
Lesson 4-1.4 Conjoint Analysis – Part-Worth Utilities3分钟
Lesson 4-1.5 Conjoint Analysis Example – Ferry Fares10分钟
Lesson 4-1.6 Conjoint Analysis – Attributes10分钟
Lesson 4-1.7a Conjoint Analysis R Example – Setup5分钟
Lesson 4-1.7b Conjoint Analysis R Example – Part 110分钟
Lesson 4-1.7c Conjoint Analysis R Example – Part 25分钟
Course Summary: Applying Data Analytics in Marketing1分钟
2 个阅读材料
Module 4 Overview20分钟
Module 4 Readings1小时
2 个练习
Lesson 4-1 Practice Quiz24分钟
Module 4 Graded Quiz30分钟
4.4
3 条评论来自Applying Data Analytics in Marketing的热门评论
it was a perfect course , which gave me the full picture of how to make a marketing testing and evaluation
讲师
Sung Won Kim
Associate ProfessorBusiness Administration
立即开始攻读硕士学位
此 课程 隶属于 伊利诺伊大学香槟分校 提供的 100% 在线 Master of Business Administration (iMBA)。如果您被录取参加全部课程，您的课程将计入您的学位学习进程。
关于 伊利诺伊大学香槟分校
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