Applying Data Analytics in Marketing

University of Illinois at Urbana-Champaign

This course, offered by the University of Illinois at Urbana-Champaign, provides a comprehensive introduction to marketing analytics. Through a wide range of analytical tools and approaches, students will learn to make better marketing decisions by analyzing multiple types of data related to customer satisfaction. The course covers causal analysis, survey analysis using regression, textual analysis (sentiment analysis), and network analysis.

Students will delve into the fundamentals of marketing analytics and gain hands-on experience with tools such as R and RStudio. The course aims to equip learners with the necessary skills to leverage data for informed marketing decisions. Whether you are a marketing professional, business owner, or aspiring analyst, this course will enhance your ability to derive valuable insights from marketing data.

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Applying Data Analytics in Marketing
Course Modules

The course modules cover a range of topics including causal analysis, survey analysis, textual analysis, and network analysis. Students will gain hands-on experience with tools such as R and RStudio, enabling them to make informed marketing decisions.

Course Introduction and Module 1: Causal Analysis

This module offers a comprehensive introduction to causal analysis in marketing. Students will explore randomized experiments, observational approaches, and gain hands-on experience with R and RStudio. By understanding the impact of different variables on marketing outcomes, students will be equipped to make informed decisions.

Module 2: Survey Analysis

Survey analysis is a crucial aspect of marketing analytics. In this module, students will learn how to analyze customer satisfaction and evaluate survey data. The module covers statistical analysis background and provides practical insights into understanding and interpreting survey results.

Module 3: Text Analysis

In this module, students will delve into textual analysis, including sentiment analysis and topic modeling. They will learn how to extract meaningful insights from social media data and other text sources, enabling them to understand customer attitudes and preferences in depth.

Module 4: Network Analysis

Network analysis is an essential tool for understanding influence and connections within marketing data. This module covers the basics of network analysis and provides hands-on experience with R, empowering students to analyze and interpret network data to make strategic marketing decisions.

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