Online course

Marketing Analytics

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

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?

  • Available now
    This course started 25 February 2019

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

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?

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.

Join this course

Start this course for free, upgrade for extra benefits, or buy Unlimited to access this course and hundreds of other short courses for a year.

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  • Access to this course for 7 weeks

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  • Access to this course for as long as it’s on FutureLearn
  • Access to this course’s tests as well as a print and digital Certificate of Achievement once you’re eligible
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  • The freedom to keep the content of any of the courses you've gained a digital Certificate of Achievement on
  • The flexibility to complete your choice of short courses in your own time within the year
Find out more about upgrades or Unlimited.
Introductory offer. Available until 11 May 2019. T&Cs apply.