Über diesen Kurs

48,872 kürzliche Aufrufe

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.

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. 20 Stunden zum Abschließen

Englisch

Untertitel: Englisch

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. 20 Stunden zum Abschließen

Englisch

Untertitel: Englisch

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche

1

Woche 1

8 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.

8 Stunden zum Abschließen

20 Videos (Gesamt 132 min), 6 Lektüren, 5 Quiz

20 Videos

Course Overview: Applying Data Analytics in Marketing42

Interview with Monica Penagos – MOOC intro8m

Tour of R and RStudio5m

Projects3m

Math Function4m

Scalar Variables6m

Column Vectors9m

Data Frame6m

Data Frame Import2m

Help and Cheat Sheets2m

Interview with Monica Penagos – Intro to Customer Satisfaction1m

Lesson 1-1.1 Introduction to Marketing Analytics and Customer Satisfaction5m

Lesson 1-1.2 Marketing Analtyics – A Brief History12m

Lesson 1-2 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 Measurements and Scaling Techniques – Comparative Scaling8m

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

6 Lektüren

Syllabus30m

About the Discussion Forums10m

Glossary10m

Update Your Profile10m

Module 1 Overview20m

Module 1 Readings1h 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

Woche

2

Woche 2

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

8 Videos (Gesamt 78 min), 2 Lektüren, 4 Quiz

8 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 Readings7m

3 praktische Übungen

Lesson 2-1 Practice Quiz30m

Lesson 2-2 Practice Quiz30m

Module 2 Graded Quiz30m

Woche

3

Woche 3

4 Stunden zum Abschließen

Module 3

We will learn about the Binary Outcome model using Logit function. The Logistic regression is sued when the dependent variable has a binary outcome. Next, we cover Multidimensional Scaling (MDS). MDS is used in marketing to understand the pair-wise similarity of the individual cases of data-set. This technique maps the individual cases onto a 2-dimensional Cartesian graph for visual analysis.

4 Stunden zum Abschließen

7 Videos (Gesamt 63 min), 2 Lektüren, 4 Quiz

7 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

Lecture 3-1.3 Binary Outcome Model – Logit Model Example 27m

Lesson 3-2.1 Multi-Dimensional Scaling Introduction10m

Lesson 3-2.2 Conducting an MDS Analysis9m

Lesson 3-2.3 Multi-Dimensional Scaling – R Example9m

2 Lektüren

Module 3 Overview20m

Module 3 Readings30m

3 praktische Übungen

Lesson 3-1 Practice Quiz30m

Lesson 3-2 Practice Quiz5m

Module 3 Graded Quiz30m

Woche

4

Woche 4

4 Stunden zum Abschließen

Module 4

We will learn about Conjoint Analysis to understand how individuals combine and weigh different attributes. We will introduce the concept of conjoint analysis and part-worth utilities. We will survey different approaches before focusing our attention to the classical conjoint analysis. We will reinforce our understanding by studying an example in detail before running examples of the analysis in R

4 Stunden zum Abschließen

11 Videos (Gesamt 70 min), 2 Lektüren, 3 Quiz

11 Videos

Interview with Monica Penagos – Conjoint Analysis in Practice2m

Lecture 4-1.1 Conjoint Analysis – Introduction7m

Lesson 4-1.2 Conjoint Analysis – Data Collection Methods9m

Lesson 4-1.3 Conjoint Analysis – Types of Conjoint Analysis2m

Lesson 4-1.4 Conjoint Analysis – Part-Worth Utilities3m

Lesson 4-1.5 Conjoint Analysis Example – Ferry Fares10m

Lesson 4-1.6 Conjoint Analysis – Attributes10m

Lesson 4-1.7a Conjoint Analysis R Example – Setup5m

Lesson 4-1.7b Conjoint Analysis R Example – Part 110m

Lesson 4-1.7c Conjoint Analysis R Example – Part 25m

Course Summary: Applying Data Analytics in Marketing1m

2 Lektüren

Module 4 Overview20m

Module 4 Readings1h

2 praktische Übungen

Lesson 4-1 Practice Quiz30m

Module 4 Graded Quiz30m

Häufig gestellte Fragen

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
Is financial aid available?

Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You’ll be prompted to complete an application and will be notified if you are approved. Learn more.

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Applying Data Analytics in Marketing