Marketing Analytics: Data Tools and Techniques
About this course
Today’s businesses have access to an increasing amount of detailed customer data, and this influx of data will only continue.
Combined with a detailed history of marketing actions, there is a new potential for obtaining actionable information, but you need the tools to do so.
Using real-world applications from various industries, this course will help you understand the tools and strategies used to make decisions based on data that you can use in your own company or business. These valuable data can include customer transactions in the store and online, customer surveys, as well as pricing and advertising.
You will also learn how to evaluate critical management problems, develop relevant hypotheses, analyze data, and, most importantly, draw inferences to create compelling narratives that produce actionable results.
This course is part of Wharton’s Digital Marketing Professional Certificate.
Basic undergraduate maths
What will you learn?
- Regression Analysis: modelling cause and effect
- Conjoint Analysis: valuing attributes and measuring preference
- Social Media Analytics
- New Techniques in Market Research