Marketing Analytics: Data Tools and Techniques

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Program Experience

Highlights and Key Outcomes

Participants will learn how to:

Model cause and effect in regression analysis
Value attributes and measure preference through conjoint analysis
Use social media analytics to inform business decisions
Innovate your market research techniques

Experience and Impact

By the end of this course, you will have a robust toolkit of analytical methods and the confidence to use data to inform your marketing strategies and decisions. Whether you are looking to optimize pricing, enhance customer satisfaction, or measure the effectiveness of your advertising campaigns, this course will provide you with the skills and knowledge to succeed in the dynamic field of marketing analytics.

Module 1: Introduction to Data Collection, Market Research, and Analysis

Understand the fundamentals of data collection and the importance of market research
Learn about different types of data and how to analyze them to gain meaningful insights

Module 2: Regression

Explore the basics of regression analysis as a tool for historical data analysis
Learn to apply regression techniques to understand the relationship between variables and make informed decisions

Module 3: Conjoint Analysis

Dive into conjoint analysis to understand consumer preferences and predict market trends
Learn to design and interpret conjoint studies for product development and marketing strategies

Module 4: Social Media Analytics

Gain insights into the power of social media data
Learn how to analyze social media metrics to measure campaign effectiveness and brand sentiment

Attend as a Team. Amplify the Impact.

Wharton Executive Education offers group-enrollment benefits for organizations sending four or more participants. Learn More »

What Do I Earn?

CEU Credits

To receive CEUs for your Wharton Online course(s), you must complete all coursework and pass all assessments in a CEU-eligible program of study with a score of 70% or above.

CEUs are included with every Wharton Online course. Upon successful course completion, learners automatically earn one CEU, which is noted in the digital credentials.

Credentialing

Upon successfully completing your course, you'll receive a digital badge recognizing your achievement. The badge is a verified, shareable credential that showcases your dedication and newly acquired skills.

You can easily share your digital badge on LinkedIn, your personal website, digital resume, or email signature — making it simple for employers, peers, and your professional network to see what you've accomplished.

Who Should Attend

Marketing professionals seeking to leverage data for strategic decision making
Business leaders aiming to develop data-driven marketing strategies
Analysts looking to enhance their expertise in tools like regression and conjoint analysis
Professionals focused on uncovering actionable insights from transactional, survey, or advertising data
Social media managers interested in analyzing metrics to measure campaign effectiveness and brand sentiment
Entrepreneurs and small-business owners aiming to optimize pricing, improve customer satisfaction, and evaluate marketing efforts
Students and professionals eager to build a strong foundation in marketing analytics and data-driven decision making
Individuals seeking to approach managerial problems with a data-savvy mindset and tell compelling narratives using analytics

Group Enrollment

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.

Faculty

Raghuram Iyengar, PhDSee Faculty Bio

Miers-Busch, W’1885 Professor; Professor of Marketing; Faculty Director of Innovation, Experiential Learning and Research Initiatives, Analytics at Wharton, The Wharton School

Research Interests: Pricing, social influence, social networks