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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/uva-darden-market-analytics
课程评论：没有评论
课程名称：市场营销分析 课程概述：在当今数据泛滥的时代，各大组织都面临着澎湃的消费者选择数据。然而，这些数据并不总能转化为更好的决策。准确解读数据的能力是一个挑战，而营销人员更是被寄予厚望，需利用分析来支持和证明他们的决策。市场营销分析使得营销人员能够衡量、管理和分析营销绩效，以最大化其效果并优化投资回报率（ROI）。除了显而易见的销售和潜在客户生成应用外，市场营销分析还能深入洞察客户偏好和趋势，并为今后的营销和商业决策提供依据。 该课程由维吉尼亚大学达登商学院开发，提供测量品牌和客户资产的工具，理解回归分析，并设计实验以评估和优化营销活动。完成课程后，学员将全面掌握如何利用市场营销分析预测结果并系统合理地分配资源。 课程大纲： 1. 用户生成内容的运用：介绍市场营销过程及分析的变革性角色，通过案例研究（例如Airbnb）了解如何利用分析获取意想不到的结果。 2. 品牌资产测量指标：探讨品牌这一无形资产的建设和界定，以及如何衡量市场营销对品牌价值的影响。 3. 客户生命周期价值：学习如何衡量客户的未来净价值，帮助连接市场营销策略与未来财务结果。 4. 市场营销实验：设计基本实验以评估营销策略的有效性，预测投资回报率并进行快速实施。 5. 回归基础：理解变量如何影响消费者行为，学习回归分析的设立与解读技巧，并通过行业专业人士的访谈了解他们的实际应用经历。 若要获取更多信息，请关注Twitter账号 @rajkumarvenk 和LinkedIn页面。
Part: 1
Title:Leveraging User Generated Content
Description:Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
Part: 2
Title:Metrics for Measuring Brand Assets
Description:Firms spend millions on branding for one reason: It allows them to charge more for their products and services. In this module, we'll explore this valuable, if intangible, asset. We'll discuss how to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time. By the end of this module, you'll be able to measure and track brand value. So let's get started!
Part: 3
Title:Customer Lifetime Value
Description:How valuable are your customers? That's a tough question that we'll show you how to answer in this module where we'll explore Customer Lifetime Value, or the future net value of a customer relationship. This forward-looking measure of the customer relationship helps you connect marketing strategies to future financial consequences and invest marketing dollars in the right place to maximize return over a customer's lifetime. By the end of this module, you will know how to measure customer lifetime value and evaluate strategic marketing alternatives based on whether they improve customer retention and lifetime value.
Part: 4
Title:Marketing Experiments
Description:Ever wonder how much you have to cut prices to drive the most sales? Or which advertisement copy is more effective in customer conversion? Do an experiment! Experiments allow you to understand the effectiveness of different marketing strategies and forecast expected ROI. This week, we'll explore how to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively. We'll help you avoid a gap between your test results and field implementation, and explore how web experiments can be implemented cheaply and quickly. By the end of this module, you'll be able to design and conduct effective experiments that test your marketing campaigns--and then use the results to make future marketing decisions.
Part: 5
Title:Regression Basics
Description:Ever wonder how variables influence consumer behavior in the real world--like how weather and a price promotion affect ice cream consumption? In this module, we will take a look at regression and how it's used to understand that relationship. We will discuss how to set up regressions and interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance. We'll finish the week with a series of interviews with real marketing professionals who share their experiences and knowledge about how they use analytics on the job.
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, developed at the Darden School of Business at the University of Virginia, 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. You can follow my posts in Twitter, @rajkumarvenk, and on linkedin: https://www.linkedin.com/in/education-marketing. Thanks, Raj Professor of Business Administration at Darden
