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Certificate of Achievement
has completed the following course:
Darden School of Business, University of Virginia
This course showed you how to improve the marketing process using analytics. You learned how to measure the effectiveness of brand and customer assets, calculate customer lifetime value, design experiments, and interpret regressions as a way to evaluate and optimize marketing campaigns.
5 weeks, 2 hours per week
Rajkumar Venkatesan
Professor of Business Administration
Darden School of Business, University of Virginia
Transcript
Learning outcomes
- 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
Syllabus
- The marketing process
- Metrics for measuring brand assets
- Customer lifetime value
- Marketing experiments
- Regression basics
Issued on 5th July 2021
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