This course introduces students to the science of business analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide businesses and managers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the ideal analytic tool for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data; and utilize data in decision making for their agencies, organizations or clients.
Applying Data Analytics in Marketing
伊利诺伊大学香槟分校課程信息
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中級
完成時間大約為17 小時
英語（English）
字幕：英語（English）
您將獲得的技能
Data AnalysisAnalyticsMarketingMarketing Analytics
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
可靈活調整截止日期
根據您的日程表重置截止日期。
中級
完成時間大約為17 小時
英語（English）
字幕：英語（English）
提供方
伊利诺伊大学香槟分校
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
立即開始攻讀碩士學位
此 課程 隸屬於 伊利诺伊大学香槟分校 提供的 100% 在線 Master of Science in Accountancy (iMSA)。如果您被錄取參加全部課程，您的課程將計入您的學位學習進程。
教學大綱 - 您將從這門課程中學到什麼
完成時間為 7 小時
Course Introduction
With the first module, we will measure and identify satisfied customers to adjust product or service accordingly. To measure the customer satisfaction we will measure expectations, performance and disconfirmation of the offered product or service. We will also provide an overview of marketing analytics used to gauge the effectiveness of different marketing activities. Finally, we will go through measurement and scaling techniques.
完成時間為 7 小時
13 個視頻 （總計 82 分鐘）, 5 個閱讀材料, 5 個測驗
13 個視頻
Instructor Bio: Joseph Yun ***1分鐘
Interview with Monica Penagos – MOOC intro8分鐘
Module 1 Overview ***25
Interview with Monica Penagos – Intro to Customer Satisfaction1分鐘
Lesson 1-1.1 Introduction to Marketing Analytics and Customer Satisfaction5分鐘
Lesson 1-2.1 Customer Satisfaction12分鐘
Lesson 1-3.1 Measurements and Scaling Techniques – Introduction3分鐘
Lesson 1-3.2 Measurements and Scaling Techniques – Primary Scales of Measurement11分鐘
Lesson 1-3.3 Measurement and Scaling Techniques – Comparative Scaling ***8分鐘
Lesson 1-3.4 Measurements and Scaling Techniques – Non-Comparative Scaling9分鐘
Lesson 1-4.1 Experiment Design: Key Concepts9分鐘
Lesson 1-4.2 Experiment Design: Controlling for Experimental Errors8分鐘
5 個閱讀材料
Syllabus30分鐘
About the Discussion Forums10分鐘
Glossary10分鐘
Module 1 Overview20分鐘
Module 1 Readings & Files1 小時 30 分
5 個練習
Orientation Quiz30分鐘
Lesson 1-1 Practice Quiz30分鐘
Lesson 1-2 Practice Quiz30分鐘
Lesson 1-3 Practice Quiz30分鐘
Module 1 Graded Quiz30分鐘
完成時間為 4 小時
Module 2
We will explore the marketing world through process of A/B testing, design of experiments, data analysis, and hypothesis testing. Next, we study Analysis of Variance (ANOVA) which is used to determine significant differences between two or more categorical groups. We will study ANOVA’s assumptions, test inference and different types of ANOVA. We also spend some time in designing experiments.
完成時間為 4 小時
9 個視頻 （總計 78 分鐘）, 2 個閱讀材料, 4 個測驗
9 個視頻
Interview with Monica Penagos – A/B Testing and ANOVA in Practice2分鐘
Lesson 2-1.1 A/B Testing: Introduction11分鐘
Lecture 2-1.2 A/B Testing: Types of Tests7分鐘
Lesson 2-1.3 A/B Testing: R Example10分鐘
Lesson 2-2.1 ANOVA – Introduction14分鐘
Lesson 2-2.2 One-Way ANOVA – Insect Spray Example8分鐘
Lesson 2-2.3 One-Way ANOVA – Insect Spray Example in R10分鐘
Lesson 2-2.4 Two-Way ANOVA – Tooth Growth Example11分鐘
2 個閱讀材料
Module 2 Overview20分鐘
Module 2 Readings & Files7分鐘
3 個練習
Lesson 2-1 Practice Quiz30分鐘
Lesson 2-2 Practice Quiz30分鐘
Module 2 Graded Quiz30分鐘
完成時間為 3 小時
Module 3
We will learn about the Binary Outcome model using Logit function. Logistic regression is used when the dependent variable has a binary outcome. We will also review linear regression, which is used when the dependent variable has a continuous outcome.
完成時間為 3 小時
6 個視頻 （總計 47 分鐘）, 2 個閱讀材料, 2 個測驗
6 個視頻
Interview with Monica Penagos – Choice Models in Practice2分鐘
Lesson 3-1.1 Binary Outcome Model – Logit Model12分鐘
Lesson 3-1.2 Binary Outcome Model – Logit Model Example 111分鐘
Lecture 3-1.3 Binary Outcome Model – Logit Model Example 27分鐘
Lesson 2-1.3 Introduction to Forecasting: Linear Regression13分鐘
2 個閱讀材料
Module 3 Overview20分鐘
Module 3 Readings & Files30分鐘
2 個練習
Lesson 3-1 Practice Quiz30分鐘
Module 3 Graded Quiz30分鐘
完成時間為 3 小時
Module 4
We will learn an introduction to text analytics for marketing and how we can use tools, such as the Social Media Macroscope, to find insights about consumer responses within the realm of marketing.
完成時間為 3 小時
7 個視頻 （總計 66 分鐘）, 2 個閱讀材料, 3 個測驗
7 個視頻
Lesson 4-1.1 Introduction to Text Summarization8分鐘
Lesson 4-1.2 Introduction to the Social Media Macroscope (SMM)13分鐘
Lesson 4-1.3 N-gram Frequency Count and Phrase Mining17分鐘
Lesson 4-2.1 LDA Topic Modeling12分鐘
Lesson 4-2.2 Machine-Learned Classification and Semantic Topic Tagging11分鐘
Course Summary: Applying Data Analytics in Marketing1分鐘
2 個閱讀材料
Module 4 Overview20分鐘
Module 4 Readings & Files30分鐘
3 個練習
Lesson 4-1 Practice Quiz30分鐘
Lesson 4-2 Practice Quiz30分鐘
Module 4 Graded Quiz30分鐘
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