課程信息
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727 個評分
188 個審閱
100% 在線

100% 在線

立即開始,按照自己的計劃學習。
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根據您的日程表重置截止日期。
初級

初級

No prior experience needed to participate in and benefit from this course.

完成時間(小時)

完成時間大約為21 小時

建議:5 weeks of study, 2-6 hours/week...
可選語言

英語(English)

字幕:英語(English)...

您將學到的內容有

  • Check

    How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

  • Check

    How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives

  • Check

    How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively

  • Check

    How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance

您將獲得的技能

Marketing ExperimentsCustomer Lifetime ValueRegression AnalysisMarketing AnalyticsBrand Equity
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。
初級

初級

No prior experience needed to participate in and benefit from this course.

完成時間(小時)

完成時間大約為21 小時

建議:5 weeks of study, 2-6 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

The Marketing Process

Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses....
Reading
10 個視頻(共 35 分鐘), 2 個閱讀材料, 3 個測驗
Video10 個視頻
Course Overview2分鐘
Why Marketing Analytics?4分鐘
Introduction to the Marketing Process2分鐘
Airbnb Marketing Process7分鐘
Airbnb's Strategic Challenge1分鐘
Airbnb's Marketing Strategy with Data3分鐘
Using Text Analytics3分鐘
Utilizing Data to Improve Marketing Strategy3分鐘
Takeaways: Improving the Marketing Process with Analytics3分鐘
Reading2 個閱讀材料
Course Overview & Requirements10分鐘
Use Discussion Forums to Deepen Your Learning10分鐘
Quiz3 個練習
Practice Quiz on the Marketing Process15分鐘
Practice Quiz on Data Analytics Basics18分鐘
Week 1 Quiz: the Marketing Process33分鐘
2
完成時間(小時)
完成時間為 5 小時

Metrics for Measuring Brand Assets

Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!...
Reading
12 個視頻(共 46 分鐘), 4 個測驗
Video12 個視頻
Snapple and Brand Value5分鐘
Developing Brand Personality4分鐘
Brand Personality: Red Bull1分鐘
Developing Brand Architecture5分鐘
Brand Architecture: Red Bull3分鐘
Brand Architecture: Etch A Sketch2分鐘
Measuring Brand Value10分鐘
Measuring Brand Value: Key Points1分鐘
Revenue Premium as a Measure of Brand Equity5分鐘
Calculating Brand Value: Snapple5分鐘
Takeaways: Measuring Brand Value1分鐘
Quiz3 個練習
Practice Quiz on Brand and Brand Architecture12分鐘
Practice Quiz on Calculating Brand Value24分鐘
Week 2 Quiz on Measuring Brand Assets30分鐘
3
完成時間(小時)
完成時間為 2 小時

Customer Lifetime Value

How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value....
Reading
11 個視頻(共 45 分鐘), 2 個測驗
Video11 個視頻
Customer Lifetime Value (CLV)4分鐘
Customer Lifetime Value: Netflix2分鐘
Calculating CLV7分鐘
Understanding the CLV Formula2分鐘
Applying the CLV Formula: Netflix6分鐘
Extending the CLV Formula, Part 17分鐘
Extending the CLV Formula, Part 23分鐘
Using CLV to Make Decisions: IBM3分鐘
CLV: A Forward Looking Measure3分鐘
Takeaways: CLV1分鐘
Quiz2 個練習
Practice Quiz on CLV30分鐘
Week 3 Quiz on CLV30分鐘
4
完成時間(小時)
完成時間為 5 小時

Marketing Experiments

Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions. ...
Reading
13 個視頻(共 60 分鐘), 3 個閱讀材料, 5 個測驗
Video13 個視頻
Determining Cause and Effect through Experiments3分鐘
Designing Basic Experiments6分鐘
Designing Before - After Experiments5分鐘
Designing Full Factorial Web Experiments4分鐘
Designing an Experiment: Etch A Sketch2分鐘
Analyzing an Experiment: Etch A Sketch8分鐘
Analyzing an Experiment: Betty Spaghetty5分鐘
Projecting Lift2分鐘
Calculating Projected Lift: Betty Spaghetty6分鐘
Pitfalls of Marketing Experiments: Betty Spaghetty3分鐘
Maximizing Effectiveness: Nanoblocks8分鐘
Takeaways: Marketing Experiments1分鐘
Reading3 個閱讀材料
Spreadsheet with Formulas10分鐘
Transformation of Marketing at the Ohio Art Company (abridged)15分鐘
MBTN Assessments10分鐘
Quiz4 個練習
Practice Quiz 1 on Designing Experiments9分鐘
Practice Quiz 2 on Calculating Break Even and Lift12分鐘
Practice Quiz 3 on Projecting Lift9分鐘
Week 4: Marketing Experiments Quiz30分鐘

講師

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Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration
Darden School of Business

關於 University of Virginia

A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders....

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