Meaningful Marketing Insights
School: Emory University (Goizueta)
Registration Link: REGISTER HERE
Start Date: September 4, 2017 (5 Weeks Long)
Workload: 2-3 Hours Per Week
Instructor: David Schweidel
Credentials: Schweidel is an associate professor of marketing at Emory University’s Goizueta Business School, where he is also co-director of the Emory Marketing Analytics Center. His research focuses on both using social media to gather market intelligence and applying customer behavior models to better measure customer value.
Graded: To earn a passing mark, students must complete all graded assignments.
Description: Every piece of data is a clue. They can tip marketers off to whether customers are satisfied or open to new services. They can also be flags for how markets will act in the future, a tell-tale guide for long-term decision-making. Of course, raw data is worthless on its face. To squeeze out insights, marketers need to apply statistical tools that enable them to identify trends, correlations, and relationships. In this course, according to Schweidel, students will be exposed to “essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices).” After the course, learners will also be able to produce visualizations and choose the appropriate analytical method based on the data type and outcome.
Review: “This course went in depth into some excel functions used for analyzing sales and marketing data, really thought it was useful.” For additional reviews, click here.
Additional Note: This is the first course in Emory’s “Foundations of Marketing Analytics” specialization, which covers areas like forecasting models, survey analysis, and social media analytics. To learn more about this specialization and register for it, REGISTER HERE.