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Marketing Analytics

Learn the basics of marketing analytics and understand how to use data to ensure your marketing is effective.

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  • Course access expires 24 Sep 2022
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Learn how to use analytics to improve marketing results

Companies large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge – and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.

In this course you will get the tools to measure the effectiveness of brand and customer assets, interpret regression analysis, calculate customer lifetime value, and design experiments as a way to evaluate and optimize marketing campaigns.

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What topics will you cover?

  • The marketing process
  • Metrics for measuring brand assets
  • Customer lifetime value
  • Marketing experiments
  • Regression basics

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • 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

Who is the course for?

The course is ideal for practicing and aspiring marketing professionals who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. However it will also be of interest to anyone looking to learn the basics of marketing analytics.

What software or tools do you need?

Access to spreadsheet software (Excel, Google Sheets, etc.) is helpful but not required.

Who will you learn with?

Rajkumar Venkatesan is the Ronald Trzcinski Professor of Business Administration at the Darden Graduate School of Business, University of Virginia. Raj's expertise is in marketing analytics.

Who developed the course?

Darden School of Business, University of Virginia

The University of Virginia’s Darden School of Business delivers the world’s best business education experience to prepare entrepreneurial, global-minded and responsible leaders.

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  • Access to this course
  • Access to ALL eligible short courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Buy this course

$69

One-off payment

Unlock your expertise

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible

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  • Limited access to course content for 5 weeks

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  • Complete 90% of course steps and all of the assessments to earn your certificate

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