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Foundations of marketing analytics, ESSEC Business School

4.5
425 个评分
120 个审阅

课程信息

Who is this course for? This course is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. For example, it may be suited to experienced statisticians, analysts, engineers who want to move more into a business role, in particular in marketing. You will find this course exciting and rewarding if you already have a background in statistics, can use R or another programming language and are familiar with databases and data analysis techniques such as regression, classification, and clustering. However, it contains a number of recitals and R Studio tutorials which will consolidate your competences, enable you to play more freely with data and explore new features and statistical functions in R. Business Analytics, Big Data and Data Science are very hot topics today, and for good reasons. Companies are sitting on a treasure trove of data, but usually lack the skills and people to analyze and exploit that data efficiently. Those companies who develop the skills and hire the right people to analyze and exploit that data will have a clear competitive advantage. It's especially true in one domain: marketing. About 90% of the data collected by companies today are related to customer actions and marketing activities.The domain of Marketing Analytics is absolutely huge, and may cover fancy topics such as text mining, social network analysis, sentiment analysis, real-time bidding, online campaign optimization, and so on. But at the heart of marketing lie a few basic questions that often remain unanswered: (1) who are my customers, (2) which customers should I target and spend most of my marketing budget on, and (3) what's the future value of my customers so I can concentrate on those who will be worth the most to the company in the future. That's exactly what this course will cover: segmentation is all about understanding your customers, scorings models are about targeting the right ones, and customer lifetime value is about anticipating their future value. These are the foundations of Marketing Analytics. And that's what you'll learn to do in this course....

热门审阅

创建者 TB

Dec 02, 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 MK

Feb 08, 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.

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116 个审阅

创建者 Andre Augusto Cesta

Nov 12, 2018

Arnaud rocks.

创建者 Atitachat Kamsuti

Nov 04, 2018

I would like to know more study case it is would be more benefit for whoes enroll

创建者 Subhankar Basu

Oct 17, 2018

Excellent

创建者 Priyanshu Pandey

Oct 12, 2018

It's an essential for understanding marketing analytics. Initially i was worried as it involved SQL and R, and i am not much familiar with them, but instructor have explained every line of code so i didn't had much problem completing this course.

创建者 Jagadeesh V

Oct 09, 2018

V

创建者 Johan Di Pietrantonio

Oct 08, 2018

No one active in this course. I've submitted an peer graded assignment 1 month ago and still waiting for reviews. I posted on the forum. And I got charged for this.

创建者 ANKIT VERMA

Sep 26, 2018

v

创建者 VINAY KUMAR ROY

Sep 17, 2018

GOOD

创建者 MAREESWARAN

Sep 12, 2018

TO imp

创建者 Bidyut Roy

Sep 10, 2018

Overall it is good session on Foundations of Marketing Analytics