Marketing Analytics: Data Tools and Techniques

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