Marketing Analytics

MOOC
Marketing Analytics
Language
English
Duration
3 months
Certificate
Certification paid
Course by EdX
Marketing Analytics
What will you learn?
Skills acquired after the course:Demand forecasting using customer-base models and statistical approaches
Market segmentation methods and best practices for identifying potential customer segments and focused targeting
Computation of Customer Lifetime Value for analyzing customer, brand loyalty and forecasting revenue in the short and long run
Factors to consider while designing and introducing new products to the market
Calculating Optimal Pricing for products and services to get the best ROI
Assessing Marketing ROI for making better and data-driven decisions
About the course

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.

Program
Marketing Analytics
Develop quantitative models that leverage business data to forecast sales and support important marketing decisions.
Lecturers
Kamel Jedidi
Kamel Jedidi
John Howard Professor of Business and Chair of the Marketing Division Columbia University
Asim Ansari
Asim Ansari
William T. Dillard Professor of Marketing Columbia University
Platform
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