Data Analytics Methods for Marketing

Overview

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This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. . You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments. By the end of this course you will be able to: • Understand your audience using analytics and variable descriptions • Define a target audience using segmentation with K-means clustering • Use historical data to plan your marketing across different channels • Use linear regression to forecast marketing outcomes • Describe marketing mix modeling and apply different attribution models • Assess advertising effectiveness • Explain how A/B testing works and how you can use it to optimize ads • Evaluate experiment results and assess the strength of the experiment • Optimize your sales funnel This course is for people who want to learn how to plan, forecast and optimize marketing efforts using marketing mix modeling, attribution models and A/B tests.

Syllabus

Find Your Audience With Segmentation

In the first week you will learn about the importance of segmentation in marketing and different methods to use segmentation to determine target audiences for your marketing.

Analytics for Planning and Forecasting

This week you will get an overview of common descriptive metrics for marketing, including Return on Ad Spend and Return on Investment. You will be introduced to the importance of Customer Lifetime Value and how to forecast marketing outcomes using linear regression analysis.

Evaluating Advertising Effectiveness

In week three, you’ll dig into using experiments to evaluate marketing effectiveness. You’ll also learn about A/B testing and how it can help you optimize your campaigns.

Optimizing Your Marketing Mix

In the final week, you will be introduced to marketing mix modeling and different attribution models and how to use them to make marketing strategy recommendations. You’ll wrap up the week by learning how to visualize and analyze sales funnels and how to use them to recommend next steps in a marketing campaign.