課程信息
4.2
35 個評分
5 個審閱
專項課程

第 3 門課程(共 6 門),位於

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100% online

立即開始,按照自己的計劃學習。
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可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為10 小時

建議:3 hours/week...
可選語言

英語(English)

字幕:英語(English)...
專項課程

第 3 門課程(共 6 門),位於

100% online

100% online

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為10 小時

建議:3 hours/week...
可選語言

英語(English)

字幕:英語(English)...

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
完成時間為 2 小時

Basics of Forecasting Models

This module will discuss how to identify the necessary components of a forecasting model based on patterns in the history data. You will also be able to evaluate the performance of a forecasting model using both in-sample and out-of-sample metrics....
Reading
4 個視頻(共 33 分鐘), 3 個閱讀材料, 1 個測驗
Video4 個視頻
Regression - Based Modeling10分鐘
Examining the Residuals6分鐘
Assessing Forecasting Performance4分鐘
Reading3 個閱讀材料
Simple Forecasting Model Assignment分鐘
A Predictive Analytics Primer10分鐘
Nowcasting: A Model for the Future of Marketing10分鐘
Quiz1 個練習
Module 120分鐘
2
完成時間(小時)
完成時間為 5 小時

Customer Analytics: Predicting Individual Customer Behavior

"Meaningful Marketing Insights," This content will be familiar for learners who completed the first course; please think of this portion of the class as a review....
Reading
6 個視頻(共 110 分鐘), 5 個閱讀材料, 1 個測驗
Video6 個視頻
Business Decisions Drive Customer Choices9分鐘
Illustrating Customer Acquisition in Excel11分鐘
Timing Models in Marketing10分鐘
Model for Retention Excel Demonstration29分鐘
Kiwi Bubbles Exercise Excel Demonstration39分鐘
Reading5 個閱讀材料
Read This First10分鐘
Leveraging Customer Analytics: The Insurance Industry30分鐘
Companies still struggle to unlock customer data analytics insight10分鐘
Retention Exercise Instructions分鐘
Kiwi Bubbles Instructions分鐘
Quiz1 個練習
Module 220分鐘
3
完成時間(小時)
完成時間為 1 小時

Managing Customer Equity: Linking Customer Analytics to Customer Value

This module will discuss managing customer equity, acquisition, retention, & market value, and customer valuation. You will learn how to decompose customer value into its underlying components....
Reading
4 個視頻(共 40 分鐘), 2 個閱讀材料
Video4 個視頻
Acquisition, Retention, & Market Value11分鐘
Customer Valuation8分鐘
Marketing to New & Current Customers9分鐘
Reading2 個閱讀材料
What You Should Know About Customer Success Technology10分鐘
Online Communities Foster Customer Loyalty10分鐘
4
完成時間(小時)
完成時間為 4 小時

Marketing Mix Modeling

A common task in developing forecasting models is to use them to make decisions regarding the marketing mix activity. With a marketing mix model, organizations can assess the efficacy of different marketing actions. Included is a sample of data for a popular frozen food category. In addition to weekly sales and pricing, for the focal brand we have information on whether the product was featured in the store’s advertising (e.g., newspaper circular) and if the product was on display in the store. We also have pricing information from competitors. In this module, we will build a series of regression models to evaluate the impact of the brand’s actions and competitors’ actions....
Reading
4 個閱讀材料, 3 個測驗
Reading4 個閱讀材料
Marketing Mix Modeling15分鐘
Instructions for Exercise30分鐘
Instructions for Exercise30分鐘
Instructions for Exercise30分鐘
Quiz2 個練習
Conducting Exploratory Analysis Quiz10分鐘
Building a Marketing Mix Model Quiz8分鐘

講師

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David Schweidel

Associate Professor of Marketing
Goizueta Business School

關於 Emory University

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity....

關於 Foundations of Marketing Analytics 專項課程

In this specialization you will learn how to: • Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem....
Foundations of Marketing Analytics

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