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ColumbiaX: Marketing Analytics

Develop quantitative models that leverage business data to forecast sales and support important marketing decisions.

Marketing Analytics
12 semanas
8–10 horas por semana
Al ritmo del instructor
Con un cronograma específico
Este curso está archivado
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Marketing Analytics

Sobre este curso

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Marketers want to understand and forecast how customers purchase products and services and how they respond to marketing initiatives.

Learn how analytics help businesses drive marketing to maximize its effectiveness and optimize return on investment (ROI).

In this course, part of the Business Analytics MicroMasters program, discover how to develop quantitative models that leverage business data, statistical computation, and machine learning to forecast sales and marketing impact for:

  • customer relationship management;
  • market segmentation;
  • value creation;
  • communication;
  • monetization.

You will learn how to use probabilistic models and optimization tools to model customer demand forecasts, pricing sensitivity, Lifetime Value and how to leverage such data to make optimal decisions on designing new products, marketing segmentation and strategy.

De un vistazo

  • Institution ColumbiaX
  • Subject Negocios y administración
  • Level Advanced
  • Prerequisites

    Undergraduate probability, statistics and calculus.
    Familiarity with R or a similar programming language.

  • Language English
  • Video Transcript English
  • Associated skillsForecasting, Business Analytics, Marketing Analytics, Relationship Management, Analytics, Machine Learning, Marketing, Optimization Software, Customer Demand Planning, Quantitative Modeling, Mathematical Optimization, Quantitative Models Of The Action Potential, Sales, Return On Investment, Sales Forecasting

Lo que aprenderás

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Skills acquired after the course:

  • Demand forecasting using customer-base models and statistical approaches
  • Market segmentation methods and best practices for identifying potential customer segments and focused targeting
  • Computation of Customer Lifetime Value for analyzing customer, brand loyalty and forecasting revenue in the short and long run
  • Factors to consider while designing and introducing new products to the market
  • Calculating Optimal Pricing for products and services to get the best ROI
  • Assessing Marketing ROI for making better and data-driven decisions

Plan de estudios

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Week 1: Introduction to Marketing Analytics and Customer Analysis

Week 2: Market Segmentation

Week 3: Preference measurement

Week 4: Consumer Choice Models

Week 5: Customer Lifetime Value

Week 6: New Product Decisions

Week 7: New Product Decisions

Week 8: New Product Decisions

Week 9: Pricing Analytics and Optimization

Week 10: Pricing Analytics and Optimization

Week 11: Advertising

Week 12: Sales Promotions and Course Review

¿Quién puede hacer este curso?

Lamentablemente, las personas residentes en uno o más de los siguientes países o regiones no podrán registrarse para este curso: Irán, Cuba y la región de Crimea en Ucrania. Si bien edX consiguió licencias de la Oficina de Control de Activos Extranjeros de los EE. UU. (U.S. Office of Foreign Assets Control, OFAC) para ofrecer nuestros cursos a personas en estos países y regiones, las licencias que hemos recibido no son lo suficientemente amplias como para permitirnos dictar este curso en todas las ubicaciones. edX lamenta profundamente que las sanciones estadounidenses impidan que ofrezcamos todos nuestros cursos a cualquier persona, sin importar dónde viva.

Formas de realizar este curso

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Verified Track

Audit Track

Costo

249 US$

Free

Acceso a los materiales del curso

Ilimitado

Limitado

World class institutions and universities

Asistencia de edX

Certificado para compartir al finalizar

Tareas con calificación y exámenes

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