Applying Data Analytics in Marketing

What the course covers

This one is built around four analytical threads that marketers meet all the time: working out whether a campaign actually caused a result, forecasting how customers will behave, reading what people say online, and estimating how much demand exists for a product and what shoppers prefer.

Who it suits

It is pitched at learners who already have a working grasp of marketing and some comfort with data. Intermediate in level, it moves past dashboard reading into methods that answer why something happened and what is likely to happen next.

• Marketing analysts who need stronger causal reasoning behind campaign reports
• Growth and retention teams looking at customer behavior models
• Social media strategists who want evidence beyond engagement counts

Takeaways

The useful habit here is treating each marketing question as a testable claim. Expect to leave with a clearer sense of how predictive models, text and network analysis, and preference estimation fit into one decision process, along with some attention to the ethics of customer data.