Market Data Analysis

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.

The goal of mastering the discipline

By the end of the Marketing Analytics course, you’ll know how to better approach managerial problems from a data-savvy point of view and use analytics to tell a powerful narrative for your business.

The skills you get

  • Interpret data to inform business decisions
  • Recognize trends, detect outliers, and summarize data sets
  • Analyze relationships between variables
  • Implement regression analysis and other analytical techniques in Excel

Topics covered

  • The Marketing Process
  • Metrics for Measuring
  • Marketing Experiments
  • Regression Basics
  • Variational series
  • Analysis of variance
  • Scaling

When instructed

  • 1st year, 2nd semester

List of references and sourses

Tennant-Smith J. Basic statistics / J. Tennant-Smith, 1985. - 157 p.
Bluman Allan G. Elementary statistics / Allan G Bluman, 1995. - 684 p.