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课程信息
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中级
完成时间大约为17 小时
英语（English）
字幕：英语（English）
您将获得的技能
Data AnalysisAnalyticsMarketingMarketing Analytics
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。
可灵活调整截止日期
根据您的日程表重置截止日期。
中级
完成时间大约为17 小时
英语（English）
字幕：英语（English）
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 Science in Accountancy (iMSA)。
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。
教学大纲 - 您将从这门课程中学到什么
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
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
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
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
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
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
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
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
来自APPLYING DATA ANALYTICS IN MARKETING的热门评论
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 KK 提供Aug 25, 2020
Very informative and nice presentation and interactive sessions.
由 YC 提供Jul 6, 2020
If the peer reviews were done faster it would be better
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