Foundations of Marketing Analytics

Module 1: Meaningful Marketing Insights

• Learn to interpret consumer data to gain marketing insights
• Utilize Microsoft Excel for data analysis and regression methods

Module 2: Managing Uncertainty in Marketing Analytics

• Recognize sources of uncertainty in marketing decisions
• Develop marketing models using basic spreadsheet tools

Module 3: Forecasting Models for Marketing Decisions

• Understand forecasting components and build predictive models in Excel
• Evaluate the performance of forecasting models

Module 4: Survey Analysis to Gain Marketing Insights

• Apply statistical methods to convert survey responses into marketing insights
• Gain proficiency in factor analytics, cluster analysis, and more

Module 5: Introduction to Social Media Analytics

• Discover the use of social media data for marketing insights
• Learn social media listening and data analysis techniques

Module 6: Marketing Analytics Capstone Project

Apply learned concepts to conduct exploratory data analysis, develop and test predictive models, and solve a marketing analytics problem.