Marketing Analytics

Learn the basics of marketing analytics and understand how to use data to ensure your marketing is effective.


Course Highlights

  • Access to this course for 4 weeks

  • Offered by University of Virginia’s Darden School of Business

Validity: 35 Days

Mode of learning: Online self study

Course Overview

Who should do this course ?
  • 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.

What are the course deliverables ?
  • Explain types of analytics and how data-driven decision making impacts marketing

  • Define and evaluate a brand and brand architecture

  • Calculate customer lifetime value and its components

  • Design and conduct experiments to test hypotheses about marketing and sales

  • Interpret regression outputs and their impact on marketing

More about this course
  • 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.

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