Marketing Analytics is a comprehensive course that equips marketers with the tools to measure, manage, and analyze marketing performance. Through this course, you will learn how to interpret data and use analytics to inform and justify marketing decisions effectively.
The course covers topics such as brand architecture, customer lifetime value, marketing experiments, and regression analysis. You will gain insights into measuring brand and customer assets, designing experiments, and setting up regressions to evaluate and optimize marketing campaigns.
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This course comprises modules covering leveraging user-generated content, metrics for measuring brand assets, customer lifetime value, marketing experiments, and regression basics.
Leveraging User Generated Content: This module provides insights into leveraging user-generated content to improve marketing strategies. You will learn the importance of data analytics in enhancing marketing efforts, with practical examples from companies like Airbnb.
Metrics for Measuring Brand Assets: Gain an understanding of measuring brand value, developing brand architecture, and calculating brand value using real-world examples from companies like Snapple and Red Bull. This module equips you with the tools to assess and enhance brand assets effectively.
Customer Lifetime Value: This module delves into the concept of customer lifetime value (CLV) and its practical application. Learn how to calculate CLV, extend the CLV formula, and make strategic decisions based on CLV. Real-life examples from companies like Netflix and IBM provide valuable insights.
Marketing Experiments: Understand the importance of designing and analyzing marketing experiments to determine cause and effect. This module covers various types of experiments and their analysis, pitfalls to avoid, and maximizing effectiveness, illustrated through case studies and practical examples.
Regression Basics: Explore the fundamentals of regression analysis, interpreting regression outputs, and using regression models to evaluate marketing strategies. Gain insights from industry experts through interviews, and assess your knowledge through quizzes and practice exercises.
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