#BU-02-24 Marketing Analytics
About Course
Darden School of Business, University of VirginiaDescription
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.
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?
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.
What Will I Learn?
- 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
Topics for this course
Prepare for Course Success
WHY MARKETING ANALYTICS? VIDEO (04:30)00:04:30
COURSE OVERVIEW VIDEO (02:17)00:02:17
COURSE OUTLINE AND REQUIREMENTS ARTICLE
GET TO KNOW YOUR CLASSMATES DISCUSSION
The Marketing Process
Wrap-up
If I took this course before, it would help me a lot in my work. But anyway I'm very happy to complete this course.
Having completed this course has helped me gain so much insight and deep learning into analytics and how it is important to ask more questions of our data.
Very good for me, thanks!
Rajkumar Venkatesan Sir is giving me anew things or else i can say that he taught me a database of marketing analytics his all lectures are very much impressive. Thank you sir for such a valuable skills you gave me.