课程信息
3.7
3 个评分
1 个审阅
This capstone project will give you an opportunity to apply what we have covered in the Foundations of Marketing Analytics specialization. By the end of this capstone project, you will have conducted exploratory data analysis, examined pairwise relationships among different variables, and developed and tested a predictive model to solve a marketing analytics problem. It is highly recommended that you complete all courses within the Foundations of Marketing Analytics specialization before starting the capstone course....
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 12 hours to complete

建议:3 hours/week...
Comment Dots

English

字幕:English...
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

Approx. 12 hours to complete

建议:3 hours/week...
Comment Dots

English

字幕:English...

教学大纲 - 您将从这门课程中学到什么

Week
1
Clock
完成时间为 1 小时

Marketing Analytics Project Description

This module will define the goals and activities for the marketing analytics capstone project....
Reading
2 个阅读材料
Reading2 个阅读材料
Capstone Overview15分钟
Pre-Readings30分钟
Week
2
Clock
完成时间为 4 小时

Exploratory Analysis

In this module, we will begin to examine individual variables and their relationship to the status of the loan. Note, this module includes review items from previous courses in the specialization. This content is not required, but recommended as content to revisit....
Reading
9 个视频(共 91 分钟), 2 个阅读材料, 1 个测验
Video9 个视频
Meaningful Marketing Insights - Course Goals & Example 2: Performing Arts Centers8分钟
Meaningful Marketing Insights - Organizing Data10分钟
Meaningful Marketing Insights - The Motion Picture Industry12分钟
Meaningful Markting Insights - Excel Analysis of Motion Picture Industry Data13分钟
Meaningful Marketing Insights - Displaying Conditional Distributions4分钟
Meaningful Marketing Insights - Analyzing Qualitative Variables3分钟
Meaningful Marketing Insights - Steps in Constructing Histograms11分钟
Meaningful Marketing Insights - Common Descriptive Statistics for Quantitative Data14分钟
Reading2 个阅读材料
Activity & Explanation of Review Content45分钟
Meaningful Marketing Insights - Parts 2 - 340分钟
Week
3
Clock
完成时间为 2 小时

Data Preparation and Model Building

While there are many ways to build a classification model, we will focus on using logistic regression, a common tool for marketing problems in which the dependent variable is binary. We will begin by choosing a single predictor variable and then determine which other variables need to be added to our analysis. In this module, we will focus on developing alternative models that all have a single predictor. ...
Reading
3 个阅读材料, 1 个测验
Reading3 个阅读材料
Data Preparation Instructions20分钟
Populating the Template20分钟
Review Forecasting Models for Marketing Decisions, Parts 1 - 310分钟
Quiz1 个练习
Logistic Regression Practice6分钟
Week
4
Clock
完成时间为 1 小时

Model Validation and Comparison

In the previous module, we estimated a model linking home ownership to whether or not a loan is considered risky. In this module, we will begin by assessing the accuracy of this model relative to a naïve model. We will then use this spreadsheet as a means of assessing how well the model performs when different predictors are used....
Reading
1 个阅读材料, 2 个测验
Reading1 个阅读材料
Model Validation20分钟
Quiz1 个练习
Model Validation5分钟

讲师

David Schweidel

Associate Professor of Marketing
Goizueta Business School

关于 Emory University

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 Foundations of Marketing Analytics 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....
Foundations of Marketing Analytics

常见问题

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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