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Introduction to the Marketing Process - 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. 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:   / education-marketing  .

Thanks,
Raj
Professor of Business Administration at Darden
Marketing Experiments, Customer Lifetime Value, Regression Analysis, Marketing Analytics, Brand Equity
It was very helpful for my marketing career.The interview with the real world marketing experts at the end of the course also helps and encourages a lot. Thanks to Raj Venkatesan sir for his effort.,Very helpful and extremely relevant to the present context. As a market research analyst, it deepened my understanding of the many marketing terminologies and jargons and also helped me with my job.
Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.
Introduction to the Marketing Process - Marketing Analytics
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