Über diesen Kurs
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Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

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Ca. 8 Stunden zum Abschließen

Empfohlen: 8 hours/week...

Englisch

Untertitel: Englisch

Kompetenzen, die Sie erwerben

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Ca. 8 Stunden zum Abschließen

Empfohlen: 8 hours/week...

Englisch

Untertitel: Englisch

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche
1
26 Minuten zum Abschließen

Module 0 : Introduction to Foundation of Marketing Analytics

In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements. ...
2 Videos (Gesamt 16 min), 1 Lektüre
2 Videos
Setting up the environment and exploring the data (recital)12m
1 Lektüre
.R files and dataset10m
Woche
2
1 Stunde zum Abschließen

Module 1 : Statistical segmentation

In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover. ...
9 Videos (Gesamt 42 min), 2 Lektüren, 1 Quiz
9 Videos
Hierarchical segmentation4m
Selecting the "right" number of segments2m
Segmentation variables1m
Recency, frequency, and monetary value1m
Computing recency, frequency and monetary value with R (Recital 1)8m
Data transformation3m
Preparing and transforming your data in R (Recital 2)3m
Running a hierarchical segmentation in R (Recital 3)10m
2 Lektüren
Acxiom URL10m
Instructions before starting the quiz 110m
1 praktische Übung
Quiz module 1 - 20% of final grade10m
Woche
3
1 Stunde zum Abschließen

Module 2 : Managerial segmentation

Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so. ...
7 Videos (Gesamt 47 min), 1 Lektüre, 1 Quiz
7 Videos
Developing a managerial segmentation3m
Coding a managerial segmentation in R (Recital 1)17m
Describing segments2m
Segmenting a database retrospectively in R (Recital 2)6m
Segments and revenue generation2m
R tutorial (Recital 3)12m
1 Lektüre
Instructions before starting quiz 210m
1 praktische Übung
Quiz module 2 - 20% of final grade10m
Woche
4
1 Stunde zum Abschließen

Module 3 : Targeting and scoring models

How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for? ...
4 Videos (Gesamt 29 min), 1 Lektüre, 1 Quiz
4 Videos
What you need to develop a scoring model2m
Calibration data and statistical model5m
Building a predictive model in R (Recital)18m
1 Lektüre
Instructions before starting quiz 310m
1 praktische Übung
Quiz module 3 - 20% of final grade10m
4.5
128 BewertungenChevron Right

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nahm einen neuen Beruf nach Abschluss dieser Kurse auf

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ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs

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erhalten Sie eine Gehaltserhöhung oder Beförderung

Top-Bewertungen

von 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.

von 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.

Dozent

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

Über ESSEC Business School

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. ...

Über die Spezialisierung Strategic Business Analytics

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....
Strategic Business Analytics

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