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Coursera: Marketing Analytics

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16 hour 16 hours
Beginner
English
Course teacher: Rajkumar Venkatesan

What are you going to get

Leveraging User Generated Content

Metrics for Measuring Brand Assets

Customer Lifetime Value

Marketing Experiments


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Course description

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.

The number 1 reason people take this program

Valued

Most heard feedback on this program

How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time

About the instructor

Rajkumar Venkatesan

I am, Raj Venkatesan, a Professor of Business Administration at the Darden Business School at the University of Virginia. I conduct research, teach, and consult at the intersection of AI, digital strategy, marketing, and analytics. I have published two books, Cutting Edge Marketing Analytics and AI Marketing Canvas in 2021, 65 business analytics case studies, and 35 peer reviewed journal articles. I engage with MBA, and corporate executive students worldwide through a variety of courses including marketing analytics, digital marketing, customer centricity, AI in Marketing, and digital transformation. I developed the innovative MBA/MSDS dual degree program at the University of Virginia, and the popular one-week tech immersion course in San Francisco. I am also the Academic Director for the, AI Initiative at the University of Virginia and the Master of Science in Business Analytics degree. I have consulted with large enterprises and startups in the technology, retailing, media, industrial goods, financial services, and life sciences industries. In my consulting, I am often recruited to solve strategic business challenges through innovative applications of analytics. I have developed the tools, marketing analytics canvas published by Sloan Management Review, and the AI Marketing Canvas published by Stanford University Press, that help strategic marketers and analytics groups better collaborate to identify and solve critical issues for business growth.

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16 hour 16 hours
Beginner
English
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