About this Course
Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge — and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.
Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions.
WHAT YOU WILL LEARN
How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance