Data Analytics Methods for Marketing

Published learning objectives:

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

Published course description:

This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. .

You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments.

By the end of this course you will be able to:

Understand your audience using analytics and variable descriptions

Define a target audience using segmentation with K-means clustering

Use historical data to plan your marketing across different channels

Use linear regression to forecast marketing outcomes

Describe marketing mix modeling and apply different attribution models

Assess advertising effectiveness

Explain how A/B testing works and how you can use it to optimize ads

Evaluate experiment results and assess the strength of the experiment

Optimize your sales funnel

This course is for people who want to learn how to plan, forecast and optimize marketing efforts using marketing mix modeling, attribution models and A/B tests.