Marketing Analytics

MARKETING ANALYTICS

Develop quantitative models that leverage business data to forecast sales and support important marketing decisions.

About this course

Marketers want to understand and forecast how customers purchase products and services and how they respond to marketing initiatives.

Learn how analytics help businesses drive marketing to maximize its effectiveness and optimize return on investment (ROI).

About this course

In this course, part of the Business Analytics MicroMasters program, discover how to develop quantitative models that leverage business data, statistical computation, and machine learning to forecast sales and marketing impact for:

  • customer relationship management;
  • market segmentation;
  • value creation;
  • communication;
  • monetization.

You will learn how to use probabilistic models and optimization tools to model customer demand forecasts, pricing sensitivity, Lifetime Value and how to leverage such data to make optimal decisions on designing new products, marketing segmentation and strategy.

 

At a glance

  • Institution: ColumbiaX
  • Subject: Business & Management
  • Level: Advanced
  • Prerequisites:

    Undergraduate probability, statistics and calculus.
    Familiarity with R or a similar programming language.

    Language: English

 

What you’ll learn

 

Skills acquired after the course:

  • Demand forecasting using customer-base models and statistical approaches
  • Market segmentation methods and best practices for identifying potential customer segments and focused targeting
  • Computation of Customer Lifetime Value for analyzing customer, brand loyalty and forecasting revenue in the short and long run
  • Factors to consider while designing and introducing new products to the market
  • Calculating Optimal Pricing for products and services to get the best ROI
  • Assessing Marketing ROI for making better and data-driven decisions

Syllabus

 

Week 1: Introduction to Marketing Analytics and Customer Analysis

Week 2: Market Segmentation

Week 3: Preference measurement

Week 4: Consumer Choice Models

Week 5: Customer Lifetime Value

Week 6: New Product Decisions

Week 7: New Product Decisions

Week 8: New Product Decisions

Week 9: Pricing Analytics and Optimization

Week 10: Pricing Analytics and Optimization

Week 11: Advertising

Week 12: Sales Promotions and Course Review

INSTRUCTOR

Kamel Jedidi

John Howard Professor of Business and Chair of the Marketing Division at Columbia University

Asim Ansari

DWilliam T. Dillard Professor of Marketing at Columbia Universityean, School of Engineering
Stanford University

Who can take this course?

Unfortunately, learners from one or more of the following countries or regions will not be able to register for this course: Iran, Cuba and the Crimea region of Ukraine. While edX has sought licenses from the U.S. Office of Foreign Assets Control (OFAC) to offer our courses to learners in these countries and regions, the licenses we have received are not broad enough to allow us to offer this course in all locations. edX truly regrets that U.S. sanctions prevent us from offering all of our courses to everyone, no matter where they live.

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