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Coursera

Data Analytics Methods for Marketing

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Overview

This course explores common analytics methods used by marketers. You’ll learn how to define a target audience using segmentation with K-means clustering. You’ll also explore how linear regression can help marketers plan and forecast. You’ll learn to evaluate the effectiveness of advertising using experiments as well as observational methods and you’ll explore methods to optimize your marketing mix; marketing mix modeling and attribution. Finally, you’ll learn to evaluate sales funnel shapes, visualize and optimize them.

By the end of this course you will be able to:
• Describe when analytics is most commonly used in marketing
• Understand your audience using analytics and variable descriptions
• Segment a population into different audiences using cluster analysis
• Use historical data to plan your marketing across different channels
• Use linear regression to forecast marketing outcomes
• Describe marketing mix modeling
• Describe attribution modeling
• Apply different attribution models
• Use observational methods to evaluate advertising effectiveness and describe the shortcomings
• Describe the use of experiments to evaluate advertising effectiveness
• Explain how A/B testing works and how you can use it to optimize ads
• Evaluate results of an experiment and assess the strength of the experiment
• Evaluate and optimize your sales funnel

This course is for people who want to learn how to plan and forecast your marketing efforts as well as evaluate your marketing methods and sales funnels for optimization.
Learners don't need marketing or data analysis experience, but should have basic internet navigation skills and be eager to participate. Ideally learners have already completed course 1 (Marketing Analytics Foundation), course 2 (Introduction to Data Analytics), and course 3 (Statistics for Marketing) in this program.

Syllabus

  • Find Your Audience With Segmentation
    • In the first week you will learn about the importance of segmentation in marketing and different methods to use segmentation to determine target audiences for your marketing.
  • Analytics for Planning and Forecasting
    • This week you will get an overview of common descriptive metrics for marketing, including Return on Ad Spend and Return on Investment. You will be introduced to the importance of Customer Lifetime Value and how to forecast marketing outcomes using linear regression analysis.
  • Evaluating Advertising Effectiveness
    • In week three, you’ll dig into using experiments to evaluate marketing effectiveness. You’ll also learn about A/B testing and how it can help you optimize your campaigns.
  • Optimizing Your Marketing Mix
    • In the final week, you will be introduced to marketing mix modeling and different attribution models and how to use them to make marketing strategy recommendations. You’ll wrap up the week by learning how to visualize and analyze sales funnels and how to use them to recommend next steps in a marketing campaign.

Taught by

Anke Audenaert

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