Organizations large and small are inundated with data about consumer choices. Knowing how to interpret data is the challenge — and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. This course gives you the tools to measure brand and customer assets, perform regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. Real-world examples with companies such as Snapple, IBM, and Netflix show how marketing analytics informs important decisions. This course is ideal for learners who want to grow their knowledge, develop their career portfolio, and improve the effectiveness of their marketing campaigns. Week 1: Marketing Resource Allocation Week 2: Metrics for Measuring Brand Assets Week 3: Customer Lifetime Value Week 4: Regression Basics Week 5: Marketing Experiments
In 1819, Thomas Jefferson founded the University of Virginia and inaugurated a bold experiment – a public university designed to advance human knowledge, educate leaders and cultivate an informed citizenry.
More than two centuries later, this vision is thriving. Across Grounds - and throughout the world - UVA students, faculty, staff and alumni challenge convention, break barriers and pursue the greater good.