Marketing Analytics by University of Virginia (Coursera)

Data about consumer preferences is inundating organizations of all sizes. However, having a wealth of information does not always translate into making better decisions. The challenge is learning how to interpret data, and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.

Marketing analytics enables marketers to measure, manage, and analyze marketing performance in order to maximize effectiveness and ROI (ROI). Marketing analytics, in addition to the obvious sales and lead generation applications, can provide profound insights into customer preferences and trends, which can then be used for future marketing and business decisions.

This course, developed at the University of Virginia's Darden School of Business, provides you with the tools to measure brand and customer assets, understand regression analysis, and design experiments to evaluate and optimize marketing campaigns. You will leave the course with a solid understanding of how to use marketing analytics to predict outcomes and allocate resources systematically.

Highlights

• Learn to build and define a brand architecture and measure the impact of marketing efforts on brand value over time.
• Use the data gained from the various sources to evaluate strategic alternatives.
• Mak efficient investments and assess your efforts.
• Plenty of assignments to practice the concepts covered in the lectures.
• No prior experience is needed to enroll in this certification and the deadlines can be set in accordance with your schedule.
• The material is divided into 4 weeks with gradually increasing difficulty.

Duration: 14 hours
Coursera Rating: 4.7 /5.0

Enroll here: coursera.org/learn/uva-darden-market-analytics