Marketing Analytics

edX Marketing Analytics

Platform
edX
Provider
Columbia University
Effort
8-10 hours/week
Length
12 weeks
Language
English
Credentials
Paid Certificate Available
Part of
Course Link
Overview
Marketers want to understand and forecast how customers purchase products and services and how they respond to marketing initiatives.

Learn how analytics help businesses drive marketing to maximize its effectiveness and optimize return on investment (ROI).

In this course, part of the Business Analytics MicroMasters program, discover how to develop quantitative models that leverage business data, statistical computation, and machine learning to forecast sales and marketing impact for:
  • customer relationship management;
  • market segmentation;
  • value creation;
  • communication;
  • monetization.
You will learn how to use probabilistic models and optimization tools to model customer demand forecasts, pricing sensitivity, Lifetime Value and how to leverage such data to make optimal decisions on designing new products, marketing segmentation and strategy.

Syllabus
Week 1: Introduction to Marketing Analytics and Customer Analysis

Week 2: Market Segmentation

Week 3: Preference measurement

Week 4: Consumer Choice Models

Week 5: Customer Lifetime Value

Week 6: New Product Decisions

Week 7: New Product Decisions

Week 8: New Product Decisions

Week 9: Pricing Analytics and Optimization

Week 10: Pricing Analytics and Optimization

Week 11: Advertising

Week 12: Sales Promotions and Course Review

Taught by
Kamel Jedidi and Asim Ansari
Author
edX
Views
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