Marketing Analytics
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. This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources. For more information on marketing analytics, you may visit; http://dmanalytics.org. You can also follow my posts in Twitter, @rajkumarvenk, and on linkedin; www.linkedin.com/in/rajkumar-venkatesan-14970a3.
WHAT YOU WILL LEARN
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How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
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How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
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How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
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How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance
SKILLS YOU WILL GAIN
Marketing Experiments Customer Lifetime Value Regression Analysis Marketing Analytics Brand Equity
Rajkumar Venkatesan
Ronald Trzcinski Professor of Business Administration
Darden School of Business
