Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.
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营销分析
弗吉尼亚大学课程信息
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完成时间大约为16 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
您将学到的内容有
How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance
您将获得的技能
- Marketing Experiments
- Customer Lifetime Value
- Regression Analysis
- Marketing Analytics
- Brand Equity
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。
初级
No prior experience needed to participate in and benefit from this course.
完成时间大约为16 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
提供方
弗吉尼亚大学
A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders.
授课大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
Leveraging User Generated Content
Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
完成时间为 2 小时
10 个视频 （总计 35 分钟）, 2 个阅读材料, 3 个测验
完成时间为 5 小时
Metrics for Measuring Brand Assets
Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!
完成时间为 5 小时
12 个视频 （总计 46 分钟）
完成时间为 2 小时
Customer Lifetime Value
How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.
完成时间为 2 小时
11 个视频 （总计 45 分钟）
完成时间为 5 小时
Marketing Experiments
Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.
完成时间为 5 小时
13 个视频 （总计 60 分钟）, 3 个阅读材料, 5 个测验
审阅
- 5 stars75.19%
- 4 stars19.44%
- 3 stars2.77%
- 2 stars0.83%
- 1 star1.74%
来自营销分析的热门评论
由 RN 提供May 31, 2020
Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.
由 AG 提供May 10, 2020
Great course.Coursera provides wonderful opportunity for analytics learners through the course.Well designed course packed with assignments.Just Loved every lessons of the course.Thank you Coursera.☺
由 SN 提供May 30, 2020
This is a very nice course that takes you through some interesting analytics concept - there is a good deal of problem solving or quantitatives involved which as marketers we need to get used to.
由 KP 提供Aug 11, 2019
I have reached week 4 of this class, and so far, this class has helped me a lot. It's not an intensive class, but for a beginner like me, this provides me with an overall grasp of the field.
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