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Meaningful Marketing Insights

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Meaningful Marketing Insights

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Gain insight into a topic and learn the fundamentals.
4.3

293 reviews

Intermediate level
Some related experience required
Flexible schedule
1 week at 10 hours a week
Learn at your own pace
90%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.3

293 reviews

Intermediate level
Some related experience required
Flexible schedule
1 week at 10 hours a week
Learn at your own pace
90%
Most learners liked this course

Build your subject-matter expertise

This course is part of the Foundations of Marketing Analytics Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 5 modules in this course

With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices).

To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/try

In this module, students will be introduced to the instructor, Dr. David Schweidel and get and overview of the course.

What's included

1 video2 readings1 discussion prompt

1 video•Total 3 minutes
  • Meet Dr. Schweidel•3 minutes
2 readings•Total 20 minutes
  • Getting Started•10 minutes
  • A Note About Exercises & Quizzes•10 minutes
1 discussion prompt•Total 15 minutes
  • Introduce Yourself•15 minutes

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.

What's included

4 videos3 readings1 assignment1 discussion prompt

4 videos•Total 43 minutes
  • Course Objectives & Example 1: Political Advertising Expenditures•12 minutes
  • Course Goals & Example 2: Performing Arts Centers•9 minutes
  • Organizing Data•11 minutes
  • The Motion Picture Industry•12 minutes
3 readings•Total 30 minutes
  • How Companies Learn Your Secrets•10 minutes
  • Big Data in the Big Apple•10 minutes
  • Motion Picture Industry Example Data Set•10 minutes
1 assignment•Total 25 minutes
  • Module 2 Quiz•25 minutes
1 discussion prompt•Total 15 minutes
  • Categorical Variables in the Motion Picture Industry•15 minutes

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions.

What's included

5 videos3 readings1 assignment1 discussion prompt

5 videos•Total 48 minutes
  • Excel Analysis of Motion Picture Industry Data•13 minutes
  • Displaying Conditional Distributions•5 minutes
  • Analyzing Qualitative Variables•4 minutes
  • Steps in Constructing Histograms•11 minutes
  • Common Descriptive Statistics for Quantitative Data•15 minutes
3 readings•Total 40 minutes
  • Giving Viewers What They Want•10 minutes
  • Why Personalization is Key for Content Marketing•5 minutes
  • Assignment: Survey Analysis Assignment•25 minutes
1 assignment•Total 30 minutes
  • Module 3 Quiz•30 minutes
1 discussion prompt•Total 15 minutes
  • Visualizing Data: Technique Review•15 minutes

In this module, you will be asked to determine the appropriate type of regression for different types of marketing data and will perform regression analysis to assess the impact of marketing actions on outcomes of interest, such as sales, traffic, and brand choices. You will also be asked to interpret regression output to understand overall model performance and importance of different predictors, as well as make predictions using the appropriate regression model.

What's included

4 videos2 readings1 assignment1 discussion prompt

4 videos•Total 41 minutes
  • Regression-Based Modeling•10 minutes
  • Introduction to Customer Analytics•10 minutes
  • Customer Choices Drive Business Decisions•9 minutes
  • Illustrating Customer Analytics in Excel•11 minutes
2 readings•Total 45 minutes
  • How to Find Your Most Valuable Customers•20 minutes
  • Assignment: Customer Acquisition Example•25 minutes
1 assignment•Total 25 minutes
  • Module 4 Quiz•25 minutes
1 discussion prompt•Total 15 minutes
  • Logit v. Probit Models•15 minutes

This final module will connect the results of regression analysis to marketing decisions. You will learn to build tools that allow users to evaluate outcomes based on different marketing decisions, as well as characterize the extent of uncertainty in outcomes based on the selected marketing decisions.

What's included

2 videos3 readings1 assignment1 peer review1 discussion prompt

2 videos•Total 58 minutes
  • Customer Valuation Excel Demonstration•25 minutes
  • Inventory Management Excel Demonstration•32 minutes
3 readings•Total 45 minutes
  • Encouraging TV Binge Watching May Backfire On Advertisers•10 minutes
  • Use Big Data to Create Value for Customers, Not Just Target Them•10 minutes
  • Assignment: Using Regression for Inventory Management•25 minutes
1 assignment•Total 25 minutes
  • Module 5 Quiz•25 minutes
1 peer review•Total 120 minutes
  • Acquisition & Retention Assignment•120 minutes
1 discussion prompt•Total 15 minutes
  • Course Reflection•15 minutes

Earn a career certificate

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Instructor

Instructor ratings
4.4 (38 ratings)
Emory University
11 Courses•79,718 learners

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Showing 3 of 293

TS
·

Reviewed on Mar 31, 2020

Had to adapt some formulas to my Excel version, otherwise. Very clearly explained!

CI
·

Reviewed on Jul 16, 2020

Instructive, sometimes the teachers jumps several steps ahead without evident reason or refers to concepts that he didn't introduce in the course.

AS
·

Reviewed on Jun 8, 2020

A quant driven course. Very well explained with lengthy examples and enough practice material.

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

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