About this Course
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3 ratings
1 reviews
Specialization
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100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 13 hours to complete

Suggested: 3 hours/week...
Available languages

English

Subtitles: English
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 13 hours to complete

Suggested: 3 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
1 hour to complete

Marketing Analytics Project Description

This module will define the goals and activities for the marketing analytics capstone project....
Reading
2 readings
Reading2 readings
Capstone Overview15m
Pre-Readings30m
Week
2
Hours to complete
4 hours to complete

Exploratory Analysis

In this module, we will begin to examine individual variables and their relationship to the status of the loan. Note, this module includes review items from previous courses in the specialization. This content is not required, but recommended as content to revisit....
Reading
9 videos (Total 91 min), 2 readings, 1 quiz
Video9 videos
Meaningful Marketing Insights - Course Goals & Example 2: Performing Arts Centers8m
Meaningful Marketing Insights - Organizing Data10m
Meaningful Marketing Insights - The Motion Picture Industry12m
Meaningful Markting Insights - Excel Analysis of Motion Picture Industry Data13m
Meaningful Marketing Insights - Displaying Conditional Distributions4m
Meaningful Marketing Insights - Analyzing Qualitative Variables3m
Meaningful Marketing Insights - Steps in Constructing Histograms11m
Meaningful Marketing Insights - Common Descriptive Statistics for Quantitative Data14m
Reading2 readings
Activity & Explanation of Review Content45m
Meaningful Marketing Insights - Parts 2 - 340m
Week
3
Hours to complete
2 hours to complete

Data Preparation and Model Building

While there are many ways to build a classification model, we will focus on using logistic regression, a common tool for marketing problems in which the dependent variable is binary. We will begin by choosing a single predictor variable and then determine which other variables need to be added to our analysis. In this module, we will focus on developing alternative models that all have a single predictor. ...
Reading
3 readings, 1 quiz
Reading3 readings
Data Preparation Instructions20m
Populating the Template20m
Review Forecasting Models for Marketing Decisions, Parts 1 - 310m
Quiz1 practice exercise
Logistic Regression Practice6m
Week
4
Hours to complete
1 hour to complete

Model Validation and Comparison

In the previous module, we estimated a model linking home ownership to whether or not a loan is considered risky. In this module, we will begin by assessing the accuracy of this model relative to a naïve model. We will then use this spreadsheet as a means of assessing how well the model performs when different predictors are used....
Reading
1 reading, 2 quizzes
Reading1 reading
Model Validation20m
Quiz1 practice exercise
Model Validation5m

Instructor

Avatar

David Schweidel

Associate Professor of Marketing
Goizueta Business School

About Emory University

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity....

About the Foundations of Marketing Analytics Specialization

In this specialization you will learn how to: • Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem....
Foundations of Marketing Analytics

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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