课程信息
4.5
424 个评分
120 个审阅
专项课程

第 2 门课程(共 4 门),位于

100% 在线

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

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为8 小时

建议:7 hours/week...
可选语言

英语(English)

字幕:英语(English)...

您将获得的技能

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management
专项课程

第 2 门课程(共 4 门),位于

100% 在线

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

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为8 小时

建议:7 hours/week...
可选语言

英语(English)

字幕:英语(English)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 26 分钟

Module 0 : Introduction to Foundation of Marketing Analytics

In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements. ...
Reading
2 个视频(共 16 分钟), 1 个阅读材料
Video2 个视频
Setting up the environment and exploring the data (recital)12分钟
Reading1 个阅读材料
.R files and dataset10分钟
2
完成时间(小时)
完成时间为 1 小时

Module 1 : Statistical segmentation

In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover. ...
Reading
9 个视频(共 42 分钟), 2 个阅读材料, 1 个测验
Video9 个视频
Hierarchical segmentation4分钟
Selecting the "right" number of segments2分钟
Segmentation variables1分钟
Recency, frequency, and monetary value1分钟
Computing recency, frequency and monetary value with R (Recital 1)8分钟
Data transformation3分钟
Preparing and transforming your data in R (Recital 2)3分钟
Running a hierarchical segmentation in R (Recital 3)10分钟
Reading2 个阅读材料
Acxiom URL10分钟
Instructions before starting the quiz 110分钟
Quiz1 个练习
Quiz module 1 - 20% of final grade10分钟
3
完成时间(小时)
完成时间为 1 小时

Module 2 : Managerial segmentation

Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so. ...
Reading
7 个视频(共 47 分钟), 1 个阅读材料, 1 个测验
Video7 个视频
Developing a managerial segmentation3分钟
Coding a managerial segmentation in R (Recital 1)17分钟
Describing segments2分钟
Segmenting a database retrospectively in R (Recital 2)6分钟
Segments and revenue generation2分钟
R tutorial (Recital 3)12分钟
Reading1 个阅读材料
Instructions before starting quiz 210分钟
Quiz1 个练习
Quiz module 2 - 20% of final grade10分钟
4
完成时间(小时)
完成时间为 1 小时

Module 3 : Targeting and scoring models

How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for? ...
Reading
4 个视频(共 29 分钟), 1 个阅读材料, 1 个测验
Video4 个视频
What you need to develop a scoring model2分钟
Calibration data and statistical model5分钟
Building a predictive model in R (Recital)18分钟
Reading1 个阅读材料
Instructions before starting quiz 310分钟
Quiz1 个练习
Quiz module 3 - 20% of final grade10分钟
4.5
120 个审阅Chevron Right
职业方向

17%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利
职业晋升

25%

加薪或升职

热门审阅

创建者 TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

创建者 MKFeb 8th 2016

I was expecting a lot from this course. from basic to advanced fundamentals. this course should be floated as full specialization rather than as a part of other specialization.

讲师

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

关于 ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

关于 Strategic Business Analytics 专项课程

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business Analytics

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