市场营销分析

Marketing Analytics

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

2340 次查看
弗吉尼亚大学达顿商学院
FutureLearn
  • 完成时间大约为 5
  • 初级
  • 英语
注:本课程由FutureLearn和Linkshare共同提供,因开课平台的各种因素变化,以上开课日期仅供参考

你将学到什么

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

课程概况

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.

课程大纲

The marketing process

Metrics for measuring brand assets

Customer lifetime value

Marketing experiments

Regression basics

面向人群

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.

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