Course: Marketing Analytics

Thank you all for your hard work and participation during these five weeks. Your involvement in this course made for a richer and deeper learning experience. What you can do …

Learn how to derive elasticity from the co-efficient using a log-log model. This is another tricky concept! Don’t hesitate to call on your fellow learners for help in the comments.

Learn how price elasticity is used to measure marketing effects over time. This is a tricky concept. Be sure to call on your fellow learners in the comments for additional …

Take a field trip to the grocery store to see how marketers use regressions in the real world. In the comments, share where you might see evidence of regressions at …

Learn the final details of the Betty Spaghetty story and what happened when Ohio Art ran the ads nationwide. It’s a morality tale on the pitfalls of marketing experiments. In …

See how to analyze the results of an experiment, from calculating market share and lift to break even. There are a lot of steps to understand and interpret experiment results, …

Learn how to design before – after experiments that control for differences between test groups. In the comments, share your ideas for experiments.

It’s formula time! Learn the components of the CLV formula, how it is derived, and the formula to calculate a basic CLV model. Use the comments to add any questions …

In this video, Raj explains how know to use your knowledge of brand value as a marketer. Remember to post any comments or questions in the discussions! It’s a great …

Text analytics–the ability to interpret unstructured text to find patterns and trends–allows marketers to learn from product ratings, editorials, social media posts, etc. Learn how sentiment analysis works in this …

Learn about the four steps in the marketing planning process. Which are you familiar with? Which are new to you? You can also access the Week 1 Slide Handout below …

Review the key takeaways from this module. Does this summary match your understanding? Then take the practice quiz and review any videos to reinforce your learning.

Learn the six factors to consider in your marketing mix models and how to move from statistical to economic significance.

Knowing which variables to include and the impact of excluded variables is important to ensuring accuracy of your regression results. Learn about how this issue manifests in theoretical and real-world …