Foundations of Marketing Analytics
Learn essential marketing analytics skills: customer segmentation, targeting, and lifetime value prediction with R programming.
Learn essential marketing analytics skills: customer segmentation, targeting, and lifetime value prediction with R programming.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Strategic Business Analytics Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
4.6
(755 ratings)
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English
پښتو, বাংলা, اردو, 3 more
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What you'll learn
Master statistical and managerial customer segmentation techniques
Develop predictive scoring models for targeted marketing
Calculate and analyze customer lifetime value
Use R programming for marketing analytics
Implement data-driven marketing strategies
Skills you'll gain
This course includes:
2.8 Hours PreRecorded video
4 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 5 modules in this course
This comprehensive course focuses on the fundamental aspects of marketing analytics, combining theoretical concepts with practical applications using R programming. Students learn three core areas: statistical segmentation for understanding customer groups, scoring models for effective targeting, and customer lifetime value analysis for future value prediction. The course emphasizes hands-on experience with real retail data, teaching students to apply statistical techniques to solve real-world marketing challenges.
Introduction to Foundation of Marketing Analytics
Module 1 · 26 Minutes to complete
Statistical segmentation
Module 2 · 1 Hours to complete
Managerial segmentation
Module 3 · 1 Hours to complete
Targeting and scoring models
Module 4 · 1 Hours to complete
Customer lifetime value
Module 5 · 1 Hours to complete
Fee Structure
Instructor
Leading Expert in Marketing Analytics at ESSEC Business School
Arnaud De Bruyn is a Professor of Marketing at ESSEC Business School, specializing in the intersection of marketing analytics and information technologies. His research interests and consulting practice focus on Customer Relationship Management (CRM), Database and Interactive Marketing, and Customer Targeting. Additionally, he serves as Affiliated Faculty at the Institute for the Study of Business Markets at Penn State University, where he contributes to the B2B Customer Analytics Program.
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4.6 course rating
755 ratings
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