Data Analytics Methods for Marketing

This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. . You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments.

By the end of this course you will be able to:
• Understand your audience using analytics and variable descriptions
• Define a target audience using segmentation with K-means clustering
• Use historical data to plan your marketing across different channels
• Use linear regression to forecast marketing outcomes
• Describe marketing mix modeling and apply different attribution models
• Assess advertising effectiveness
• Explain how A/B testing works and how you can use it to optimize ads
• Evaluate experiment results and assess the strength of the experiment
• Optimize your sales funnel

This course is for people who want to learn how to plan, forecast and optimize marketing efforts using marketing mix modeling, attribution models and A/B tests.