CEC013 - Data-Driven Marketing
Course Description
Develop the foundational skills needed to tackle strategic marketing challenges using data science/AI. We will discuss more than thirty marketing concepts, progressively applying a range of methods from critical thinking to machine learning to guide marketing decisions.
The course is designed to be fast-paced, hands-on, and interactive. Participants should be comfortable with quantitative analysis using Microsoft Excel. Participants should expect to spend 5+ hours per week on reading material and assignments.
Course Outline
Topics include:
Problem solving: Marketing is problem solving. 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. Learn how to efficiently solve a range of problems using a hypothesis-driven approach.
Metrics: 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, ROI, 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. This session will introduce data science and statistical analysis for marketers.
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.
Recommendations
Who should enroll?
This course is ideal for marketing professionals interested in generating insights to drive business decisions. While experience with quantitative analysis is helpful, the course is designed to be accessible to marketers from all backgrounds. The course will also benefit professionals in product management, customer service strategy, and general management.
Applies Towards the Following Certificates
- Digital Marketing : Electives