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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学生职业成果
45%
完成这些课程后已开始新的职业生涯
28%
通过此课程获得实实在在的工作福利
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 ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
学生职业成果
45%
完成这些课程后已开始新的职业生涯
28%
通过此课程获得实实在在的工作福利
100% 在线
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初级
No prior experience needed to participate in and benefit from this course.
完成时间大约为24 小时
建议：5 weeks of study, 2-6 hours/week
英语（English）
字幕：英语（English）
教学大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
The Marketing Process
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
10 个视频
Course Overview2分钟
Why Marketing Analytics?4分钟
Introduction to the Marketing Process2分钟
Airbnb Marketing Process7分钟
Airbnb's Strategic Challenge1分钟
Airbnb's Marketing Strategy with Data3分钟
Using Text Analytics3分钟
Utilizing Data to Improve Marketing Strategy3分钟
Takeaways: Improving the Marketing Process with Analytics3分钟
2 个阅读材料
Course Overview & Requirements10分钟
Use Discussion Forums to Deepen Your Learning10分钟
3 个练习
Practice Quiz on the Marketing Process15分钟
Practice Quiz on Data Analytics Basics18分钟
Week 1 Quiz: the Marketing Process33分钟
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）
12 个视频
Snapple and Brand Value5分钟
Developing Brand Personality4分钟
Brand Personality: Red Bull1分钟
Developing Brand Architecture5分钟
Brand Architecture: Red Bull3分钟
Brand Architecture: Etch A Sketch2分钟
Measuring Brand Value10分钟
Measuring Brand Value: Key Points1分钟
Revenue Premium as a Measure of Brand Equity5分钟
Calculating Brand Value: Snapple5分钟
Takeaways: Measuring Brand Value1分钟
3 个练习
Practice Quiz on Brand and Brand Architecture12分钟
Practice Quiz on Calculating Brand Value24分钟
Week 2 Quiz on Measuring Brand Assets30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）
11 个视频
Customer Lifetime Value (CLV)4分钟
Customer Lifetime Value: Netflix2分钟
Calculating CLV7分钟
Understanding the CLV Formula2分钟
Applying the CLV Formula: Netflix6分钟
Extending the CLV Formula, Part 17分钟
Extending the CLV Formula, Part 23分钟
Using CLV to Make Decisions: IBM3分钟
CLV: A Forward Looking Measure3分钟
Takeaways: CLV1分钟
2 个练习
Practice Quiz on CLV30分钟
Week 3 Quiz on CLV30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
13 个视频
Determining Cause and Effect through Experiments3分钟
Designing Basic Experiments6分钟
Designing Before - After Experiments5分钟
Designing Full Factorial Web Experiments4分钟
Designing an Experiment: Etch A Sketch2分钟
Analyzing an Experiment: Etch A Sketch8分钟
Analyzing an Experiment: Betty Spaghetty5分钟
Projecting Lift2分钟
Calculating Projected Lift: Betty Spaghetty6分钟
Pitfalls of Marketing Experiments: Betty Spaghetty3分钟
Maximizing Effectiveness: Nanoblocks8分钟
Takeaways: Marketing Experiments1分钟
3 个阅读材料
Spreadsheet with Formulas10分钟
Transformation of Marketing at the Ohio Art Company (abridged)15分钟
MBTN Assessments10分钟
4 个练习
Practice Quiz 1 on Designing Experiments9分钟
Practice Quiz 2 on Calculating Break Even and Lift12分钟
Practice Quiz 3 on Projecting Lift9分钟
Week 4: Marketing Experiments Quiz30分钟
4.6
293 条评论来自营销分析的热门评论
A very good course. If you are a beginner, excellent knowledge gain. If you are a veteran, brilliant refreshing of important concepts and key market indicators. In short, a course worth doing.
I have learnt a lot. Thanks a Lot to Mr.Rajkumar Venkatesan. Very clear explanation on each and every concept. I have learnt how to apply in real time with the real time data. Great Learning.
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.
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