Data Analytics Methods for Marketing

Instructor: Anke Audenaert

Beginner Level • Approx. 12 hours • Flexible Schedule

What You'll Learn

  • ✓How to plan and forecast your marketing efforts across different channels
  • ✓How to use marketing mix modeling and attribution to optimize your efforts
  • ✓How to evaluate and optimize your sales funnel

Skills You'll Gain

Sales Pipelines
Marketing Strategies
Regression Analysis
Unsupervised Learning
Target Audience
Customer Analysis
Advertising Campaigns
Marketing Planning
Return On Investment
Marketing Analytics
Forecasting
Marketing Effectiveness
Marketing
Marketing Channel
A/B Testing
Key Performance Indicators (KPIs)

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile

Outcomes

  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 4 modules in this course

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.

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.

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.

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.