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Marketing Analytics

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions....
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Platform: Coursera
Video: 4h 41m
Language: English

Table of contents


Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge — and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.

Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions.

This course, developed at the Darden School of Business at the University of Virginia, gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You’ll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.

You can follow my posts in Twitter, @rajkumarvenk, and on linkedin: https://www.linkedin.com/in/education-marketing.

Professor of Business Administration at Darden

You will learn

✓ How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
✓ How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
✓ How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
✓ How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance


There is no prerequisite, anyone can begin this course.. This course is also great for beginners without any Marketing knowledge.

This course is for

This course is suitable for beginners.
Darden School of Business
University of Virginia
Education B.E., Computer Science, University of Madras, India; Ph.D., Marketing, University of Houston Biography Rajkumar Venkatesan teaches First Year Marketing and Marketing Analytics at Darden. Venkatesan’s research focuses on analytics as it relates to marketing return on investment, customer lifetime value, mobile marketing, and the global political economy. Venkatesan’s research has appeared in several journals including The Review of Economics and Statistics, Journal of Marketing, Journal of Marketing Research, Marketing Science and the Harvard Business Review. Many of his research publications have been recognized with prestigious awards, such as the Don Lehmann Award for the best dissertation-based article published in the Journal of Marketing and Journal of Marketing Research, the MSI Alden G. Clayton Award for the best marketing dissertation proposal and the ISBM Outstanding Dissertation Proposal Award. He was selected as one of the top 20 rising young scholars in marketing by the Marketing Science Institute and one of the top 40 professors under 40 by the Poets and Quants magazine. He has consulted with firms in the technology, retailing and pharmaceutical industries on their marketing analytics initiatives. For his work with IBM, he was recognized as one of the finalists for the Informs Practice Prize Competition. He is also a co-author of a book on marketing analytics. Before coming to Darden, Venkatesan taught database marketing, marketing research and quantitative marketing models to graduate students at the University of Connecticut. There, he was the recipient of the MBA Teacher of the Year Award. He received his Ph.D. in marketing from the University of Houston and his BE in computer engineering from the University of Madras.
Platform: Coursera
Video: 4h 41m
Language: English

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