課程信息
4.5
424 個評分
120 個審閱
專項課程

第 2 門課程(共 4 門),位於

100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
完成時間(小時)

完成時間大約為8 小時

建議:7 hours/week...
可選語言

英語(English)

字幕:英語(English)...

您將獲得的技能

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management
專項課程

第 2 門課程(共 4 門),位於

100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
完成時間(小時)

完成時間大約為8 小時

建議:7 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 26 分鐘

Module 0 : Introduction to Foundation of Marketing Analytics

In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements. ...
Reading
2 個視頻(共 16 分鐘), 1 個閱讀材料
Video2 個視頻
Setting up the environment and exploring the data (recital)12分鐘
Reading1 個閱讀材料
.R files and dataset10分鐘
2
完成時間(小時)
完成時間為 1 小時

Module 1 : Statistical segmentation

In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover. ...
Reading
9 個視頻(共 42 分鐘), 2 個閱讀材料, 1 個測驗
Video9 個視頻
Hierarchical segmentation4分鐘
Selecting the "right" number of segments2分鐘
Segmentation variables1分鐘
Recency, frequency, and monetary value1分鐘
Computing recency, frequency and monetary value with R (Recital 1)8分鐘
Data transformation3分鐘
Preparing and transforming your data in R (Recital 2)3分鐘
Running a hierarchical segmentation in R (Recital 3)10分鐘
Reading2 個閱讀材料
Acxiom URL10分鐘
Instructions before starting the quiz 110分鐘
Quiz1 個練習
Quiz module 1 - 20% of final grade10分鐘
3
完成時間(小時)
完成時間為 1 小時

Module 2 : Managerial segmentation

Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so. ...
Reading
7 個視頻(共 47 分鐘), 1 個閱讀材料, 1 個測驗
Video7 個視頻
Developing a managerial segmentation3分鐘
Coding a managerial segmentation in R (Recital 1)17分鐘
Describing segments2分鐘
Segmenting a database retrospectively in R (Recital 2)6分鐘
Segments and revenue generation2分鐘
R tutorial (Recital 3)12分鐘
Reading1 個閱讀材料
Instructions before starting quiz 210分鐘
Quiz1 個練習
Quiz module 2 - 20% of final grade10分鐘
4
完成時間(小時)
完成時間為 1 小時

Module 3 : Targeting and scoring models

How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for? ...
Reading
4 個視頻(共 29 分鐘), 1 個閱讀材料, 1 個測驗
Video4 個視頻
What you need to develop a scoring model2分鐘
Calibration data and statistical model5分鐘
Building a predictive model in R (Recital)18分鐘
Reading1 個閱讀材料
Instructions before starting quiz 310分鐘
Quiz1 個練習
Quiz module 3 - 20% of final grade10分鐘
4.5
職業方向

17%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利
職業晉升

25%

加薪或升職

熱門審閱

創建者 TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

創建者 MKFeb 8th 2016

I was expecting a lot from this course. from basic to advanced fundamentals. this course should be floated as full specialization rather than as a part of other specialization.

講師

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

關於 ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

關於 Strategic Business Analytics 專項課程

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business Analytics

常見問題

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

還有其他問題嗎?請訪問 學生幫助中心