本课程是市场分析基础专项课程专项课程的一部分

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David Schweidel

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市场分析基础专项课程艾莫利大学

课程信息

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With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices). 
To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/try

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第 1 门课程（共 6 门）

市场分析基础专项课程

中级

完成时间大约为10 小时

英语（English）

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您将获得的技能

Basic Descriptive Statistics
Data Analysis
Microsoft Excel
Marketing

可灵活调整截止日期

根据您的日程表重置截止日期。

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。

第 1 门课程（共 6 门）

市场分析基础专项课程

中级

完成时间大约为10 小时

英语（English）

对员工进行热门技能培训能否为您的公司带来益处？

体验 Coursera 企业版

授课教师

授课教师评分

4.39/5 （23 个评分）

David Schweidel

Associate Professor of Marketing

Goizueta Business School

54,734 个学生

6 门课程

提供方

艾莫利大学

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授课大纲 - 您将从这门课程中学到什么

内容评分91%（1,534 个评分）

周

周 1

完成时间为 1 小时

Meet Dr. Schweidel & Course Overview

完成时间为 1 小时

1 个视频（总计 3 分钟）, 2 个阅读材料

周

周 2

完成时间为 2 小时

Exploring your Data with Visualization and Descriptive Statistics, Part 1

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.

完成时间为 2 小时

4 个视频（总计 43 分钟）, 3 个阅读材料, 1 个测验

周

周 3

完成时间为 2 小时

Exploring your Data with Visualization and Descriptive Statistics, Part 2

完成时间为 2 小时

5 个视频（总计 48 分钟）, 3 个阅读材料, 1 个测验

5 个视频

Excel Analysis of Motion Picture Industry Data13分钟

Displaying Conditional Distributions4分钟

Analyzing Qualitative Variables3分钟

Steps in Constructing Histograms11分钟

Common Descriptive Statistics for Quantitative Data14分钟

3 个阅读材料

Giving Viewers What They Want10分钟

Why Personalization is Key for Content Marketing5分钟

Assignment: Survey Analysis Assignment25分钟

1 个练习

Module 3 Quiz30分钟

周

周 4

完成时间为 2 小时

Regression Analysis for Marketing Data

In this module, you will be asked to determine the appropriate type of regression for different types of marketing data and will perform regression analysis to assess the impact of marketing actions on outcomes of interest, such as sales, traffic, and brand choices. You will also be asked to interpret regression output to understand overall model performance and importance of different predictors, as well as make predictions using the appropriate regression model.

完成时间为 2 小时

4 个视频（总计 41 分钟）, 2 个阅读材料, 1 个测验

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1 star
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来自MEANINGFUL MARKETING INSIGHTS的热门评论

由 AS 提供Jun 8, 2020

A quant driven course. Very well explained with lengthy examples and enough practice material.

由 JD 提供Aug 28, 2017

This course went in depth into some excel functions used for analyzing sales and marketing data, really thought it was useful.

由 KS 提供Jun 29, 2020

Excellent and informative course which provide about marketing and its basics. Thanks coursera.

由 JA 提供Aug 31, 2019

One of the best courses on analytics. You will use excel, real data, and your own insights. It's a package.

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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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