课程信息
4.5
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191 个审阅
100% 在线

100% 在线

立即开始,按照自己的计划学习。
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初级

初级

No prior experience needed to participate in and benefit from this course.

完成时间(小时)

完成时间大约为21 小时

建议:5 weeks of study, 2-6 hours/week...
可选语言

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

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

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

No prior experience needed to participate in and benefit from this course.

完成时间(小时)

完成时间大约为21 小时

建议:5 weeks of study, 2-6 hours/week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
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....
Reading
10 个视频 (总计 35 分钟), 2 个阅读材料, 3 个测验
Video10 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
Reading2 个阅读材料
Course Overview & Requirements10分钟
Use Discussion Forums to Deepen Your Learning10分钟
Quiz3 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(小时)
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!...
Reading
12 个视频 (总计 46 分钟), 4 个测验
Video12 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
Quiz3 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
3
完成时间(小时)
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....
Reading
11 个视频 (总计 45 分钟), 2 个测验
Video11 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
Quiz2 个练习
Practice Quiz on CLV30分钟
Week 3 Quiz on CLV30分钟
4
完成时间(小时)
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. ...
Reading
13 个视频 (总计 60 分钟), 3 个阅读材料, 5 个测验
Video13 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
Reading3 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
Quiz4 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

讲师

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Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

关于 University of Virginia

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