Applying Data Analytics in Marketing

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102 个评分
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21 条评论

Sung Won Kim 另外 +1 位授课教师

12,600 人已注册

提供方

隶属于 Master of Business Administration (iMBA) 学位

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Applying Data Analytics in Marketing

伊利诺伊大学香槟分校

课程信息

21,542 次近期查看

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.

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根据您的日程表重置截止日期。

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完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

中级

完成时间大约为17 小时

英语（English）

字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）

您将获得的技能

Data AnalysisAnalyticsMarketingMarketing Analytics

可灵活调整截止日期

根据您的日程表重置截止日期。

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

中级

完成时间大约为17 小时

英语（English）

讲师

授课教师评分

4.69/5 （26 个评分）

Sung Won Kim

Associate Professor

Business Administration

23,670 个学生

2 门课程

Joseph T. Yun

Research Assistant Professor

Accountancy

12,600 个学生

1 门课程

提供方

伊利诺伊大学香槟分校

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.

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。

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教学大纲 - 您将从这门课程中学到什么

周

周 1

完成时间为 7 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.

完成时间为 7 小时

13 个视频（总计 82 分钟）, 5 个阅读材料, 5 个测验

13 个视频

Coursera Course Introduction ***37

Instructor Bio: Joseph Yun ***1分钟

Interview with Monica Penagos – MOOC intro8分钟

Module 1 Overview ***25

Interview with Monica Penagos – Intro to Customer Satisfaction1分钟

Lesson 1-1.1 Introduction to Marketing Analytics and Customer Satisfaction5分钟

Lesson 1-2.1 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 Measurement and Scaling Techniques – Comparative Scaling ***8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

5 个阅读材料

Syllabus30分钟

About the Discussion Forums10分钟

Glossary10分钟

Module 1 Overview20分钟

Module 1 Readings & Files1 小时 30 分

5 个练习

Orientation Quiz30分钟

Lesson 1-1 Practice Quiz30分钟

Lesson 1-2 Practice Quiz30分钟

Lesson 1-3 Practice Quiz30分钟

Module 1 Graded Quiz30分钟

周

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.

完成时间为 4 小时

9 个视频（总计 78 分钟）, 2 个阅读材料, 4 个测验

9 个视频

Module 2 Overview ***29

Interview with Monica Penagos – A/B Testing and ANOVA in Practice2分钟

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 Readings & Files7分钟

3 个练习

Lesson 2-1 Practice Quiz30分钟

Lesson 2-2 Practice Quiz30分钟

Module 2 Graded Quiz30分钟

周

周 3

完成时间为 3 小时

Module 3

We will learn about the Binary Outcome model using Logit function. Logistic regression is used when the dependent variable has a binary outcome. We will also review linear regression, which is used when the dependent variable has a continuous outcome.

完成时间为 3 小时

6 个视频（总计 47 分钟）, 2 个阅读材料, 2 个测验

6 个视频

Module 3 Overview ***29

Interview with Monica Penagos – Choice Models in Practice2分钟

Lesson 3-1.1 Binary Outcome Model – Logit Model12分钟

Lesson 3-1.2 Binary Outcome Model – Logit Model Example 111分钟

Lesson 3-1.3 Binary Outcome Model – Logit Model Example 27分钟

Lesson 3-1.4 Introduction to Forecasting: Linear Regression13分钟

2 个阅读材料

Module 3 Overview20分钟

Module 3 Readings & Files30分钟

2 个练习

Lesson 3-1 Practice Quiz30分钟

Module 3 Graded Quiz30分钟

周

周 4

完成时间为 3 小时

Module 4

We will learn an introduction to text analytics for marketing and how we can use tools, such as the Social Media Macroscope, to find insights about consumer responses within the realm of marketing.

完成时间为 3 小时

7 个视频（总计 66 分钟）, 2 个阅读材料, 3 个测验

7 个视频

Module 4 Overview27

Lesson 4-1.1 Introduction to Text Summarization8分钟

Lesson 4-1.2 Introduction to the Social Media Macroscope (SMM)13分钟

Lesson 4-1.3 N-gram Frequency Count and Phrase Mining17分钟

Lesson 4-2.1 LDA Topic Modeling12分钟

Lesson 4-2.2 Machine-Learned Classification and Semantic Topic Tagging11分钟

Course Summary: Applying Data Analytics in Marketing1分钟

2 个阅读材料

Module 4 Overview20分钟

Module 4 Readings & Files30分钟

3 个练习

Lesson 4-1 Practice Quiz30分钟

Lesson 4-2 Practice Quiz30分钟

Module 4 Graded Quiz30分钟

审阅

4.5

21 条评论

5 stars
67.96%
4 stars
20.38%
3 stars
4.85%
2 stars
1.94%
1 star
4.85%

来自APPLYING DATA ANALYTICS IN MARKETING的热门评论

由 YH 提供Nov 26, 2020

This course is really insightful. Explanation done very well, quizzes is related and challenging. Although I suggest you have a statistical background before taking this course

由 MY 提供Nov 2, 2019

it was a perfect course , which gave me the full picture of how to make a marketing testing and evaluation

由 S 提供Jan 3, 2021

Very informative. Good beginning to start the journey into analytics for marketers.

由 KK 提供Aug 25, 2020

Very informative and nice presentation and interactive sessions.

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Applying Data Analytics in Marketing

Applying Data Analytics in Marketing

课程信息

您将获得的技能