About this Course
4.3
106 ratings
23 reviews
With marketers are poised to be the largest users of data within the organization, there is a need to make sense of the variety of consumer data that the organization collects. Surveys, transaction histories and billing records can all provide insight into consumers’ future behavior, provided that they are interpreted correctly. In Introduction to Marketing Analytics, we introduce the tools that learners will need to convert raw data into marketing insights. The included exercises are conducted using Microsoft Excel, ensuring that learners will have the tools they need to extract information from the data available to them. The course provides learners with exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices). To successfully complete the assignments in this course, you will require Microsoft Excel. If you do not have Excel, you can download a free 30-day trial here: https://products.office.com/en-us/try...
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100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Intermediate Level

Intermediate Level

Clock

Approx. 13 hours to complete

Suggested: 5 weeks of study, 2-3 hours/week...
Comment Dots

English

Subtitles: English...

Skills you will gain

Basic Descriptive StatisticsData AnalysisMicrosoft ExcelMarketing
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Intermediate Level

Intermediate Level

Clock

Approx. 13 hours to complete

Suggested: 5 weeks of study, 2-3 hours/week...
Comment Dots

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Clock
1 hour to complete

Meet Dr. Schweidel & Course Overview

In this module, students will be introduced to the instructor, Dr. David Schweidel and get and overview of the course. ...
Reading
1 video (Total 3 min), 2 readings
Video1 video
Reading2 readings
Getting Started10m
A Note About Exercises & Quizzes10m
Week
2
Clock
2 hours to complete

Exploring your Data with Visualization and Descriptive Statistics, Part 1

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions....
Reading
4 videos (Total 43 min), 3 readings, 1 quiz
Video4 videos
Course Goals & Example 2: Performing Arts Centers8m
Organizing Data10m
The Motion Picture Industry12m
Reading3 readings
How Companies Learn Your Secrets10m
Big Data in the Big Apple10m
Motion Picture Industry Example Data Set10m
Quiz1 practice exercise
Module 2 Quiz25m
Week
3
Clock
2 hours to complete

Exploring your Data with Visualization and Descriptive Statistics, Part 2

Modules 2 and 3 focus on identifying appropriate descriptive statistics (measures of central tendency and dispersion) for different types of data, as well as recoding data using reference commands to prepare it for analysis. Additionally, you will manipulate and summarize data using pivot tables in Excel, produce visualizations that are appropriate based on the type of data being analyzed, and interpret statistics and visualizations to draw conclusions to address relevant marketing questions....
Reading
5 videos (Total 48 min), 3 readings, 1 quiz
Video5 videos
Displaying Conditional Distributions4m
Analyzing Qualitative Variables3m
Steps in Constructing Histograms11m
Common Descriptive Statistics for Quantitative Data14m
Reading3 readings
Giving Viewers What They Want10m
Why Personalization is Key for Content Marketing5m
Assignment: Survey Analysis Assignment25m
Quiz1 practice exercise
Module 3 Quiz30m
Week
4
Clock
2 hours to complete

Regression Analysis for Marketing Data

In this module, you will be asked to determine the appropriate type of regression for different types of marketing data and will perform regression analysis to assess the impact of marketing actions on outcomes of interest, such as sales, traffic, and brand choices. You will also be asked to interpret regression output to understand overall model performance and importance of different predictors, as well as make predictions using the appropriate regression model....
Reading
4 videos (Total 41 min), 2 readings, 1 quiz
Video4 videos
Introduction to Customer Analytics10m
Customer Choices Drive Business Decisions9m
Illustrating Customer Analytics in Excel11m
Reading2 readings
How to Find Your Most Valuable Customers20m
Assignment: Customer Acquisition Example25m
Quiz1 practice exercise
Module 4 Quiz25m
4.3

Top Reviews

By HKJan 3rd 2017

Excellent course! Very hands on with right level of theory and application. Prof. Schweidel is obviously an expert in this field.

By JDAug 29th 2017

This course went in depth into some excel functions used for analyzing sales and marketing data, really thought it was useful.

Instructor

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.

More questions? Visit the Learner Help Center.