How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape future behavior. In Developing Forecasting Tools with Excel, learners will develop an understanding of the basic components of a forecasting model, how to build their own forecasting models, and how to evaluate the performance of forecasting models. All of this is done using Microsoft Excel, ensuring that learners can take their skills and apply them to their own business problems.
提供方
教学大纲 - 您将从这门课程中学到什么
周
1完成时间为 2 小时
Basics of Forecasting Models
This module will discuss how to identify the necessary components of a forecasting model based on patterns in the history data. You will also be able to evaluate the performance of a forecasting model using both in-sample and out-of-sample metrics.
4 个视频 （总计 33 分钟）, 3 个阅读材料, 1 个测验
4 个视频
Regression - Based Modeling10分钟
Examining the Residuals6分钟
Assessing Forecasting Performance4分钟
3 个阅读材料
Simple Forecasting Model Assignment1小时
A Predictive Analytics Primer10分钟
Nowcasting: A Model for the Future of Marketing10分钟
1 个练习
Module 120分钟
周
2完成时间为 5 小时
Customer Analytics: Predicting Individual Customer Behavior
"Meaningful Marketing Insights," This content will be familiar for learners who completed the first course; please think of this portion of the class as a review.
6 个视频 （总计 110 分钟）, 5 个阅读材料, 1 个测验
6 个视频
Business Decisions Drive Customer Choices9分钟
Illustrating Customer Acquisition in Excel11分钟
Timing Models in Marketing10分钟
Model for Retention Excel Demonstration29分钟
Kiwi Bubbles Exercise Excel Demonstration39分钟
5 个阅读材料
Read This First10分钟
Leveraging Customer Analytics: The Insurance Industry30分钟
Companies still struggle to unlock customer data analytics insight10分钟
Retention Exercise Instructions1小时
Kiwi Bubbles Instructions1小时
1 个练习
Module 220分钟
周
3完成时间为 1 小时
Managing Customer Equity: Linking Customer Analytics to Customer Value
This module will discuss managing customer equity, acquisition, retention, & market value, and customer valuation. You will learn how to decompose customer value into its underlying components.
4 个视频 （总计 40 分钟）, 2 个阅读材料
4 个视频
Acquisition, Retention, & Market Value11分钟
Customer Valuation8分钟
Marketing to New & Current Customers9分钟
2 个阅读材料
What You Should Know About Customer Success Technology10分钟
Online Communities Foster Customer Loyalty10分钟
周
4完成时间为 4 小时
Marketing Mix Modeling
A common task in developing forecasting models is to use them to make decisions regarding the marketing mix activity. With a marketing mix model, organizations can assess the efficacy of different marketing actions. Included is a sample of data for a popular frozen food category. In addition to weekly sales and pricing, for the focal brand we have information on whether the product was featured in the store’s advertising (e.g., newspaper circular) and if the product was on display in the store. We also have pricing information from competitors. In this module, we will build a series of regression models to evaluate the impact of the brand’s actions and competitors’ actions.
4 个阅读材料, 3 个测验
4 个阅读材料
Marketing Mix Modeling15分钟
Instructions for Exercise30分钟
Instructions for Exercise30分钟
Instructions for Exercise30分钟
2 个练习
Conducting Exploratory Analysis Quiz10分钟
Building a Marketing Mix Model Quiz8分钟
讲师
David Schweidel
Associate Professor of MarketingGoizueta Business School
关于 艾莫利大学
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
关于 市场分析基础 专项课程
In this specialization you will learn how to:
• Find, extract, organize and describe data to support business decisions
• Identify, quantify and interpret relationships between variables
• Derive customer insights from your data
• Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions
• Present and justify a course of action to management
The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem.
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