Learn the basics of marketing analytics and understand how to use data to ensure your marketing is effective.
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.
What topics will you cover?
- The marketing process
- Metrics for measuring brand assets
- Customer lifetime value
- Marketing experiments
- Regression basics
When would you like to start?
Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts.
- Available now
- 5 October 2020
- 4 January 2021
What will you achieve?
By the end of the course, you‘ll be able to:
- Explain the types of analytics and how data-driven decision-making impacts marketing.
- Calculate customer lifetime value and its components.
- Interpret regression outputs and their impact on marketing.
- Define and evaluate brand and brand architecture.
- Design and conduct experiments to test hypotheses about marketing and sales.
Who is the course for?
The course is ideal for practising 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 software or tools do you need?
Access to spreadsheet software (Excel, Google Sheets) is helpful but not required.
Who will you learn with?
Rajkumar Venkatesan is the Ronald Trzcinski Professor of Business Administration at the Darden Graduate School of Business, University of Virginia. Raj's expertise is in marketing analytics.
Who developed the course?
Darden School of Business, University of Virginia
The University of Virginia’s Darden School of Business delivers the world’s best business education experience to prepare entrepreneurial, global-minded and responsible leaders.
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