課程信息
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第 2 門課程(共 4 門)

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。

完成時間大約為8 小時

建議:8 hours/week...

英語(English)

字幕:英語(English)
User
學習Course的學生是
  • Marketing Specialists
  • Marketing Managers
  • Data Scientists
  • Business Analysts
  • Marketers

您將獲得的技能

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management
User
學習Course的學生是
  • Marketing Specialists
  • Marketing Managers
  • Data Scientists
  • Business Analysts
  • Marketers

第 2 門課程(共 4 門)

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。

完成時間大約為8 小時

建議:8 hours/week...

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
完成時間為 26 分鐘

Module 0 : Introduction to Foundation of Marketing Analytics

2 個視頻 (總計 16 分鐘), 1 個閱讀材料
2 個視頻
Setting up the environment and exploring the data (recital)12分鐘
1 個閱讀材料
.R files and dataset10分鐘
2
完成時間為 1 小時

Module 1 : Statistical segmentation

9 個視頻 (總計 42 分鐘), 2 個閱讀材料, 1 個測驗
9 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
2 個閱讀材料
Acxiom URL10分鐘
Instructions before starting the quiz 110分鐘
1 個練習
Quiz module 1 - 20% of final grade10分鐘
3
完成時間為 1 小時

Module 2 : Managerial segmentation

7 個視頻 (總計 47 分鐘), 1 個閱讀材料, 1 個測驗
7 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
1 個閱讀材料
Instructions before starting quiz 210分鐘
1 個練習
Quiz module 2 - 20% of final grade10分鐘
4
完成時間為 1 小時

Module 3 : Targeting and scoring models

4 個視頻 (總計 29 分鐘), 1 個閱讀材料, 1 個測驗
4 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
1 個閱讀材料
Instructions before starting quiz 310分鐘
1 個練習
Quiz module 3 - 20% of final grade10分鐘
4.5
132 個審閱Chevron Right

11%

完成這些課程後已開始新的職業生涯

20%

通過此課程獲得實實在在的工作福利

17%

加薪或升職

來自市场分析基础的熱門評論

創建者 KNApr 21st 2019

From the course I gained the knowledge of the fundamental of market analysis, it will not be too hard to understand, it gives you a general sense of how market analysis will be like.

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.

講師

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

關於 ESSEC商学院

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 战略业务分析 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....
战略业务分析

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