Course Overview

So now let’s look at what we’re going to do in this course. We have five modules in this course. In the first module we’re going to talk about the marketing process. How does marketing happen in terms of the steps that people follow in this marketing process? We’re going to look at how we can use data to make this process better. Then in weeks two and three, we’re going to look at the two main assets that marketing generates, brands and customers and we’re going to look at, how to value those assets. Brand equity and customer lifetime value and see how analytics helps them. Then we are going to look into predictive and prescriptive analytics.

We’re going to look at AB testing, how we can see what will happen if we change one aspect of our marketing or the other and then predictive analytics which tells us what are the drivers of sales in the marketing process. Now, there is a lot of the material that we’re going to be using in this course, a source from a book I coauthored with my colleagues here at Darden called “Cutting Edge Marketing Analytics” and there are also other videos in this website that we have called dmanalytics.org that has the data sets that you can use in this course and also provide some videos on how to do analysis using those data sets.

I highly encourage you to go check it out and try out some of the exercises in the book and the website. Now by the end of the course you will be able to use analytics to improve your marketing process. Understand and measure and track brand value. Understand, calculate and use customer lifetime value to inform business and marketing decisions. Understand, design, implement and analyze marketing experiments. Understand, interpret and apply insights from regression analysis. So I hope you’re ready, I’m ready. Let’s get started.