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University of Virginia

Marketing Analytics

University of Virginia via FutureLearn


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.

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.

Access to spreadsheet software (Excel, Google Sheets, etc.) is helpful but not required.


  • The Marketing Process
    • Prepare for Course Success
    • The Marketing Process
    • Week 1 Wrap-up
  • Metrics for Measuring Brand Assets
    • Understanding Brand and Brand Architecture
    • Calculating Brand Value
    • Week 2 Wrap-up
  • Customer Lifetime Value
    • Calculating CLV
    • CLV Applications
    • Week 3 Wrap-up
  • Marketing Experiments
    • Understanding Experiment Design
    • Calculating Break Even and Lift
    • Projecting LIft
    • Week 4 Wrap-up
    • Design a Marketing Experiment Assignment
  • Regression Basics
    • Understanding and Interpreting Regressions
    • Week 5 Wrap-up

Taught by

Rajkumar Venkatesan


5.0 rating, based on 1 Class Central review

4.7 rating at FutureLearn based on 53 ratings

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  • Anonymous
    Hi team,

    It came to my news that marketing analytics by university of Virginia is being offered free due to COVID. But unfortunately I am not able to access the course , it is asking me to make the payment for certification as well as for quizzes.

    Furthermore, upon going to purchase the course no coupon is available to avail free course as listed on LinkedIn by few people.

    Please help me out . Am I misinformed?

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