This capstone project will give you an opportunity to apply what we have covered in the Foundations of Marketing Analytics specialization. By the end of this capstone project, you will have conducted exploratory data analysis, examined pairwise relationships among different variables, and developed and tested a predictive model to solve a marketing analytics problem. It is highly recommended that you complete all courses within the Foundations of Marketing Analytics specialization before starting the capstone course.
本課程是 Foundations of Marketing Analytics 專項課程 專項課程的一部分
Marketing Analytics Capstone Project
提供方
教學大綱 - 您將從這門課程中學到什麼
週
1Marketing Analytics Project Description
This module will define the goals and activities for the marketing analytics capstone project.
2 個閱讀材料
2 個閱讀材料
Capstone Overview15分鐘
Pre-Readings30分鐘
週
2Exploratory Analysis
In this module, we will begin to examine individual variables and their relationship to the status of the loan. Note, this module includes review items from previous courses in the specialization. This content is not required, but recommended as content to revisit.
9 個視頻 （總計 91 分鐘）, 2 個閱讀材料, 1 個測驗
9 個視頻
Meaningful Marketing Insights - Course Goals & Example 2: Performing Arts Centers8分鐘
Meaningful Marketing Insights - Organizing Data10分鐘
Meaningful Marketing Insights - The Motion Picture Industry12分鐘
Meaningful Markting Insights - Excel Analysis of Motion Picture Industry Data13分鐘
Meaningful Marketing Insights - Displaying Conditional Distributions4分鐘
Meaningful Marketing Insights - Analyzing Qualitative Variables3分鐘
Meaningful Marketing Insights - Steps in Constructing Histograms11分鐘
Meaningful Marketing Insights - Common Descriptive Statistics for Quantitative Data14分鐘
2 個閱讀材料
Activity & Explanation of Review Content45分鐘
Meaningful Marketing Insights - Parts 2 - 340分鐘
週
3Data Preparation and Model Building
While there are many ways to build a classification model, we will focus on using logistic regression, a common tool for marketing problems in which the dependent variable is binary. We will begin by choosing a single predictor variable and then determine which other variables need to be added to our analysis. In this module, we will focus on developing alternative models that all have a single predictor.
3 個閱讀材料, 1 個測驗
3 個閱讀材料
Data Preparation Instructions20分鐘
Populating the Template20分鐘
Review Forecasting Models for Marketing Decisions, Parts 1 - 310分鐘
1 個練習
Logistic Regression Practice6分鐘
週
4Model Validation and Comparison
In the previous module, we estimated a model linking home ownership to whether or not a loan is considered risky. In this module, we will begin by assessing the accuracy of this model relative to a naïve model. We will then use this spreadsheet as a means of assessing how well the model performs when different predictors are used.
1 個閱讀材料, 2 個測驗
1 個閱讀材料
Model Validation20分鐘
1 個練習
Model Validation5分鐘
講師
David Schweidel
Associate Professor of MarketingGoizueta 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.
常見問題
我什么时候能够访问课程视频和作业？
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。
我订阅此专项课程后会得到什么？
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。
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