Data Analytics Methods for Marketing

Methods, not tools

The course covers analytics methods marketers use to understand audiences and plan spending. Topics include segmentation with K-means clustering, marketing mix modeling, linear regression for forecasting and experiments that measure advertising effectiveness.

Who it suits

Marketers who want to move beyond dashboards into statistical methods, and analysts who need the marketing context behind their models. It is pitched at beginners, so the emphasis is on understanding each method and when to use it. The experiment material is useful for anyone who needs evidence that a campaign changed behavior, not just a correlation.

Takeaways

• Define a target audience with data rather than assumption
• Use historical data to plan and forecast
• Test whether advertising actually works