市场营销专业人士所需的数字分析:市场营销分析实践

Digital Analytics for Marketing Professionals: Marketing Analytics in Practice

这门课以市场分析的基本知识和理论为基础,重点研究实际应用,揭秘市场营销领域的数据使用,通过对数字空间中数字的巧妙运用,帮助大家了解可视化数据的力量。

伊利诺伊大学香槟分校

分享

市场营销专业人士
  • 分类: 商业管理
  • 平台: Coursera
  • 语言: 英语

课程概述

This course builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space.

市场营销专业人士所需的数字分析:市场营销分析实践 is course 3 of 6 in the Digital Marketing Specialization.

This Specialization covers the concepts, tools, and techniques you need to both communicate with customers in a systematic and integrated way using multi-media channels and to create effective targeted promotional campaigns.

授课教师

Kevin Hartman
Head of Industry at Google
College of Business

课程大纲

Week 1 Course Overview and Marketing Analytics Process

About the Course and Your Classmates
Module 1 Overview
Lesson 1: “Following the MAP” – Planning for Digital Analyses Using The Marketing Analytics Process
Module 1 Review
Quiz: Module 1 Quiz
Assignment: Module 1 Peer Review

Week 2 Data Collection

Module 2 Overview
Lesson 2: “Preparing for the Analysis Journey” – Collecting the Resources Required for Effective and Efficient Data Analysis
Lesson 3: “Data Collection Part I: Unstructured Data” – Collecting Data from Websites, APIs, and Other Important Sources
Module 2 Review
Quiz: Module 2 Quiz
Assignment: Module 2 Peer Review

Week 3 Data Analysis

Module 3 Overview
Lesson 4: “Data Collection Part II: Structured Data” – Importing Data from Delimited and Fixed-Width Sources
Lesson 5: “Data Management in Practice” – Preparing for Analysis by Producing Tidy Data Sets
Module 3 Review
Quiz: Module 3 Quiz
Assignment: Module 3 Peer Review

Week 4 Data Visualization

Module 4 Overview
Lesson 6: “Insights from Digital Data” – Getting to What Matters by Applying Basic Analysis Techniques
Lesson 7: “Pictures You See with Your Brain and Feel with Your Heart” – Creating Arresting Visuals
Module 4 Review
Quiz: Module 4 Quiz
Assignment: Module 4 Peer Review

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