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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-analytics-foundation
课程评论：没有评论
课程名称：市场分析基础 课程概述： 本课程奠定了市场分析的基础，教授市场营销的基本原则以及分析在数字营销中的作用。您将了解数据是如何被收集和管理的，同时将学习在线营销空间中与隐私相关的基本法规，以及处理营销数据时的常见挑战。通过本课程，您将能够： - 描述数据和测量如何影响市场行动 - 描述市场营销的基本原则 - 识别测量和分析在数字营销中的重要性 - 描述数据收集的方式及其与数字营销的关系 - 解释在线营销领域的隐私法规的重要性 - 描述Meta像素及其在Meta平台上的创建过程 - 描述信息如何在移动设备上记录 - 解释API如何将离线捕获的数据连接到在线平台 - 描述常见的在线数据管理和评估平台 - 导航Google Analytics和Meta Ads Manager报告 本课程适合所有水平的学习者，无论您当前的市场营销或分析经验如何，都会帮助您将数据融入市场营销工作中。学员无需具备市场营销或数据分析经验，但应具备基本的互联网导航技能，并且有参与的热情。 课程大纲： 1. 数据分析在市场营销中的重要性 - 描述：本周您将学习数据和分析在市场营销中的重要性，以及它们如何影响市场决策。您还将简要了解市场营销的基本原则。 2. 市场营销数据来源 - 描述：第二周您将了解数据在数字营销中的收集和使用。您将学习第一方、第二方和第三方数据之间的区别，并概述Facebook像素及其用法。 3. 市场营销测量和分析工具 - 描述：本周您将学习电子表格如何用于可视化和分析市场营销数据。您将了解Google Analytics和Facebook Ads Manager，以及这些工具如何为市场营销人员提供分析数据。 4. 数据与隐私 - 描述：在最后一周，您将学习关于收集和使用在线数据的法规及消费者的权利。 完成本课程后，您将具备利用数据进行市场营销的基本知识和技能。
Name:The Importance of Analytics in Marketing
Description:This week you will learn the importance of data and analytics in marketing and how they inform marketing decisions. You’ll also be briefly introduced to basic marketing principles.
Name:Marketing Data Sources
Description:In week 2 you will gain an understanding of how data is collected and used in digital marketing. You will learn the difference between first, second and third party data and will get an overview of the Facebook pixel and its use.
Name:Marketing Measurement and Analytics Tools
Description:This week you will learn how spreadsheets are used to visualize and analyze data for marketing. You will be introduced to Google Analytics and Facebook Ads Manager and how these tools are used to provide data for marketers to analyze.
Name:Data and Privacy
Description:In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.
This course lays the foundation of marketing analytics. You’ll learn the basic principles of marketing. You’ll learn the role analytics plays in digital marketing and how data is collected and managed for marketing. You will also learn basic privacy regulations that govern the online marketing space as well as common challenges when working with marketing data. By the end of this course you will be able to: • Describe how data and measurement inform a marketing action • Describe the basic principles of marketing • Identify why measurement and analytics matter in digital marketing • Describe how data is collected and related to digital marketing • Explain the significance of the privacy regulations that govern the online marketing space • Describe the Meta pixel and how it is created on the Meta platform • Describe how information is recorded on mobile devices • Explain how an API connects data captured offline to an online platform • Describe common platforms for online data management and evaluation • Navigate Google Analytics and Meta Ads Manager reports Regardless of your current marketing and analytics experience, this course will help you build a solid foundation for incorporating data into your marketing efforts. Learners don't need marketing or data analysis experience, but should have basic internet navigation skills and be eager to participate.
