Marketing Analytics: Marketing Measurement Strategy
School: University of California-Berkeley
Registration Link: Click Here
Start Date: October 1, 2017 (4 Weeks Long)
Workload: 5-7 Hours Per Week
Instructor: Stephan Sorger
Credentials: Sorger is an adjunct faculty at the University of California-Berkeley, where he teaches courses in marketing planning, brand management, marketing research, and marketing analytics. Professionally, he is a partner at On Demand Advisors, a consulting firm that uses marketing metrics tools to identify new segments, fill pipelines, and increasing their closing ratio. He is also the author of two college textbooks on marketing. Before entering academia, he held senior level marketing roles at tech firms like Oracle and SAP.
Graded: After completing the course, students can receive an instructor-signed certificate for $150.
Description: Two decades ago, marketers could assume a campaign was successful by revenue alone. However, this metric alone didn’t necessarily answer the questions that vex marketers. Are resources being allocated to the right channels in the right amounts? What can we change in real time to maximize return? How do our different efforts compare to each other – and what can we expect over time?
Analytics have revolutionized marketing by being able to provide both a segmented micro and an integrated macro view of a firm’s marketing mix. In the process, firms could more readily identify trends and potential opportunities and profit centers. Through this course, students will be exposed to the analytics tools and techniques used by leading marketers, along with which metrics provide the best value in various contexts. Even more, students will learn how to spot trends in various data points and how to translate their insights into new strategies and solutions.
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