- Platform
- FutureLearn
- Provider
- Darden School of Business, University of Virginia
- Effort
- 2 hours/week
- Length
- 5 weeks
- Language
- English
- Credentials
- Paid Certificate Available
- Course Link
Overview
Learn how to use analytics to improve marketing results
Companies 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.
In this course you will get the tools to measure the effectiveness of brand and customer assets, interpret regression analysis, calculate customer lifetime value, and design experiments as a way to evaluate and optimize marketing campaigns.
The course is ideal for practicing and aspiring marketing professionals who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. However it will also be of interest to anyone looking to learn the basics of marketing analytics.
Access to spreadsheet software (Excel, Google Sheets, etc.) is helpful but not required.
What topics will you cover?
Rajkumar Venkatesan
Learn how to use analytics to improve marketing results
Companies 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.
In this course you will get the tools to measure the effectiveness of brand and customer assets, interpret regression analysis, calculate customer lifetime value, and design experiments as a way to evaluate and optimize marketing campaigns.
The course is ideal for practicing and aspiring marketing professionals who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. However it will also be of interest to anyone looking to learn the basics of marketing analytics.
Access to spreadsheet software (Excel, Google Sheets, etc.) is helpful but not required.
What topics will you cover?
- The marketing process
- Metrics for measuring brand assets
- Customer lifetime value
- Marketing experiments
- Regression basics
Rajkumar Venkatesan