课程信息
149,174 次近期查看

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

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)

您将学到的内容有

  • Check

    How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

  • Check

    How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives

  • Check

    How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively

  • Check

    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

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

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)

学习Course的学生是

  • Marketers
  • Marketing Managers
  • Marketing Specialists
  • Marketing Analysts
  • Copywriters

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 2 小时

The Marketing Process

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
2
完成时间为 76 小时

Metrics for Measuring Brand Assets

12 个视频 (总计 46 分钟), 4 个测验
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 Assets
3
完成时间为 2 小时

Customer Lifetime Value

11 个视频 (总计 45 分钟), 2 个测验
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
4
完成时间为 5 小时

Marketing Experiments

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
266 个审阅Chevron Right

45%

完成这些课程后已开始新的职业生涯

29%

通过此课程获得实实在在的工作福利

来自营销分析的热门评论

创建者 SSJun 30th 2018

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.

创建者 PEMar 25th 2018

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.

讲师

Avatar

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

关于 弗吉尼亚大学

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