11 Feb Coursera Marketing Analytics

One of the more popular free learning opportunities on Coursera is Raj Venkatesan’s course on Marketing Analytics.  When I wrote this blogpost, the course had almost 300,000 learners enrolled and a rating of 4.7 of 5 stars.  Raj is also the author of two of MBTN popular marketing modules – Marketing Experiments 1 and Marketing Experiments 2.  MBTN helped create some of the content for the Coursera offering.  Both Raj’s course and the MBTN Marketing Modules have the same goal – to help today’s marketing executive make better business decisions using and interpreting marketing analytics.

There is a full description of UVa Darden’s Marketing Analytics course on Coursera below or visit the following link:

Raj Venkatesan’s Marketing Analytics course on Coursera

Please visit the following link to learn more about MBTN’s follow-on offerings for Coursera’s Marketing Analytics including access to our five marketing metrics certifications:

MBTN’s Follow-on Marketing Analytics and Metrics Modules

While Coursera users can receive a discount on a 6 month MBTN license, the modules and certificates are available to all.

Description of the course (from Coursera website)

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.

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