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Course Description

From data to regulation to customer engagement, 2022 promises to bring a number of challenges. This course will equip students with an analytical toolkit to tackle strategic questions facing the modern marketer. We will progressively dig deeper into using data to guide marketing decisions.

This is a fast-paced, interactive, and hands-on course. Participants should be comfortable with using Microsoft Excel for quantitative analysis. Participants should expect to spend 5+ hours per week on reading material and assignments.

The following is a list of topics covered in this class:

Problem solving: Marketing is problem solving. Learn how to efficiently solve a range of problems using a hypothesis-driven approach. As you progress in your career, your projects become more complex and the stakes, higher. This session focuses on the foundational but critical skill of problem solving.

Metrics: So, you need to “run the numbers”. But which ones? From OKRs to ROI to DAU to CPA, marketers need to monitor the right metrics, separate the signal from the noise, and determine next steps. We will review frameworks and concepts across the consumer journey such as RCQ, incrementality, marketing-mix, and multi-touch attribution.

Customer Analysis: Not all customers are created equal. Chances are that almost 50% of your customer base is not profitable. Which customers do you need to keep and which ones do you need to fire? Measure the cost of acquiring customers and the value they generate using Customer Acquisition Cost and Customer Lifetime Value.

Experiments: "Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day" - Jeff Bezos.
Learn how to generate value by applying the scientific method to marketing. With this session, we enter the world of data science and statistical analysis.

Predictive Analytics: Apply the fundamentals of linear regression to generate insights and develop predictions.

Learn how linear regression, a machine learning algorithm, can help you understand the relationship between variables such as social media ad spend and sales to improve marketing effectiveness.

Course Outline

Topics covered in this class include:

  • Problem solving: Marketing is problem solving. Learn how to efficiently solve a range of problems using a hypothesis-driven approach. As you progress in your career, your projects become more complex and the stakes, higher. This session focuses on the foundational but critical skill of problem solving.
     
  • Metrics: So you need to “run the numbers”. But which ones? From OKRs to ROI to DAU to CPA, marketers need to monitor the right metrics, separate the signal from the noise, and determine next steps. This course will review frameworks and concepts across the consumer journey such as RCQ, incrementality, marketing-mix, and multi-touch attribution.
     
  • Customer Analysis: Not all customers are created equal. Chances are that almost 50% of your customer base is not profitable. Which customers do you need to keep and which ones do you need to fire? Measure the cost of acquiring customers and the value they generate using Customer Acquisition Cost and Customer Lifetime Value.
     
  • Experiments: "Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day" - Jeff Bezos. Learn how to generate value by applying the scientific method to marketing. With this session, we enter the world of data science and statistical analysis.
     
  • Predictive Analytics: Apply the fundamentals of linear regression to generate insights and develop predictions. Learn how linear regression, a machine learning algorithm, can help you understand the relationship between variables such as social media ad spend and sales to improve marketing effectiveness.

Notes

This is a fast-paced, interactive, and hands-on course. Participants should have some comfort with using Microsoft Excel for quantitative analysis. Participants should expect to spend 5+ hours per week on reading material and assignments.

Recommendations

Who should enroll?

This course is designed for marketing professionals interested in interpreting and analyzing marketing data, and generating insights to drive business decisions. The course will also benefit professionals in product development, customer service strategy, innovation or general management.

Applies Towards the Following Certificates

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