This course introduces students to the science of business analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide businesses and managers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the ideal analytic tool for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data; and utilize data in decision making for their agencies, organizations or clients.
Applying Data Analytics in Marketing
University of Illinois at Urbana-ChampaignÜber diesen Kurs
20,541 kürzliche Aufrufe
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Mittel“
Ca. 17 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Chinesisch (vereinfacht), Italienisch, Vietnamesisch, Koreanisch, Deutsch, Russisch, Türkisch, Englisch, Spanisch
Kompetenzen, die Sie erwerben
Data AnalysisAnalyticsMarketingMarketing Analytics
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Mittel“
Ca. 17 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Chinesisch (vereinfacht), Italienisch, Vietnamesisch, Koreanisch, Deutsch, Russisch, Türkisch, Englisch, Spanisch
von
University of Illinois at Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Beginnen Sie damit, auf Ihren Master-Abschluss hinzuarbeiten.
Dieses Kurs ist Teil des reinen Onlineabschlusses Master of Science in Accountancy (iMSA) von University of Illinois at Urbana-Champaign.
Wenn Sie in das komplette Programm aufgenommen werden, werden Ihre Kurse auf Ihren Abschluss angerechnet.
Lehrplan - Was Sie in diesem Kurs lernen werden
7 Stunden zum Abschließen
Course Introduction
With the first module, we will measure and identify satisfied customers to adjust product or service accordingly. To measure the customer satisfaction we will measure expectations, performance and disconfirmation of the offered product or service. We will also provide an overview of marketing analytics used to gauge the effectiveness of different marketing activities. Finally, we will go through measurement and scaling techniques.
7 Stunden zum Abschließen
13 Videos (Gesamt 82 min), 5 Lektüren, 5 Quiz
13 Videos
Instructor Bio: Joseph Yun ***1m
Interview with Monica Penagos – MOOC intro8m
Module 1 Overview ***25
Interview with Monica Penagos – Intro to Customer Satisfaction1m
Lesson 1-1.1 Introduction to Marketing Analytics and Customer Satisfaction5m
Lesson 1-2.1 Customer Satisfaction12m
Lesson 1-3.1 Measurements and Scaling Techniques – Introduction3m
Lesson 1-3.2 Measurements and Scaling Techniques – Primary Scales of Measurement11m
Lesson 1-3.3 Measurement and Scaling Techniques – Comparative Scaling ***8m
Lesson 1-3.4 Measurements and Scaling Techniques – Non-Comparative Scaling9m
Lesson 1-4.1 Experiment Design: Key Concepts9m
Lesson 1-4.2 Experiment Design: Controlling for Experimental Errors8m
5 Lektüren
Syllabus30m
About the Discussion Forums10m
Glossary10m
Module 1 Overview20m
Module 1 Readings & Files1h 30m
5 praktische Übungen
Orientation Quiz30m
Lesson 1-1 Practice Quiz30m
Lesson 1-2 Practice Quiz30m
Lesson 1-3 Practice Quiz30m
Module 1 Graded Quiz30m
4 Stunden zum Abschließen
Module 2
We will explore the marketing world through process of A/B testing, design of experiments, data analysis, and hypothesis testing. Next, we study Analysis of Variance (ANOVA) which is used to determine significant differences between two or more categorical groups. We will study ANOVA’s assumptions, test inference and different types of ANOVA. We also spend some time in designing experiments.
4 Stunden zum Abschließen
9 Videos (Gesamt 78 min), 2 Lektüren, 4 Quiz
9 Videos
Interview with Monica Penagos – A/B Testing and ANOVA in Practice2m
Lesson 2-1.1 A/B Testing: Introduction11m
Lecture 2-1.2 A/B Testing: Types of Tests7m
Lesson 2-1.3 A/B Testing: R Example10m
Lesson 2-2.1 ANOVA – Introduction14m
Lesson 2-2.2 One-Way ANOVA – Insect Spray Example8m
Lesson 2-2.3 One-Way ANOVA – Insect Spray Example in R10m
Lesson 2-2.4 Two-Way ANOVA – Tooth Growth Example11m
2 Lektüren
Module 2 Overview20m
Module 2 Readings & Files7m
3 praktische Übungen
Lesson 2-1 Practice Quiz30m
Lesson 2-2 Practice Quiz30m
Module 2 Graded Quiz30m
3 Stunden zum Abschließen
Module 3
We will learn about the Binary Outcome model using Logit function. Logistic regression is used when the dependent variable has a binary outcome. We will also review linear regression, which is used when the dependent variable has a continuous outcome.
3 Stunden zum Abschließen
6 Videos (Gesamt 47 min), 2 Lektüren, 2 Quiz
6 Videos
Interview with Monica Penagos – Choice Models in Practice2m
Lesson 3-1.1 Binary Outcome Model – Logit Model12m
Lesson 3-1.2 Binary Outcome Model – Logit Model Example 111m
Lesson 3-1.3 Binary Outcome Model – Logit Model Example 27m
Lesson 3-1.4 Introduction to Forecasting: Linear Regression13m
2 Lektüren
Module 3 Overview20m
Module 3 Readings & Files30m
2 praktische Übungen
Lesson 3-1 Practice Quiz30m
Module 3 Graded Quiz30m
3 Stunden zum Abschließen
Module 4
We will learn an introduction to text analytics for marketing and how we can use tools, such as the Social Media Macroscope, to find insights about consumer responses within the realm of marketing.
3 Stunden zum Abschließen
7 Videos (Gesamt 66 min), 2 Lektüren, 3 Quiz
7 Videos
Lesson 4-1.1 Introduction to Text Summarization8m
Lesson 4-1.2 Introduction to the Social Media Macroscope (SMM)13m
Lesson 4-1.3 N-gram Frequency Count and Phrase Mining17m
Lesson 4-2.1 LDA Topic Modeling12m
Lesson 4-2.2 Machine-Learned Classification and Semantic Topic Tagging11m
Course Summary: Applying Data Analytics in Marketing1m
2 Lektüren
Module 4 Overview20m
Module 4 Readings & Files30m
3 praktische Übungen
Lesson 4-1 Practice Quiz30m
Lesson 4-2 Practice Quiz30m
Module 4 Graded Quiz30m
Bewertungen
Top-Bewertungen von APPLYING DATA ANALYTICS IN MARKETING
von YH26. Nov. 2020
This course is really insightful. Explanation done very well, quizzes is related and challenging. Although I suggest you have a statistical background before taking this course
von MY2. Nov. 2019
it was a perfect course , which gave me the full picture of how to make a marketing testing and evaluation
von S3. Jan. 2021
Very informative. Good beginning to start the journey into analytics for marketers.
von KK25. Aug. 2020
Very informative and nice presentation and interactive sessions.
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