Online Short-Course | In collaboration with Wharton

Marketing Analytics: Data, Tools & Techniques

Businesses today have access to an increasingly large amount of detailed customer data, and this influx of data is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so.

Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business. This valuable data may include in-store and online customer transactions, customer surveys as well as prices and advertising.

You’ll also learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most importantly, draw inferences to create convincing narratives which yield actionable results.

The Digital Marketing Professional Certificate Programme from Wharton includes the following courses:

Fundamentals of Digital Marketing, Social Media, and E-Commerce

Build the marketing skills you need to succeed in the Digital Economy from Wharton, consistently ranked #1 globally for marketing education.

Marketing Analytics: Data, Tools and Techniques

Learn how to measure, manage and analyse customer data to make effective marketing decisions.

Managing the Value of Customer Relationships

Learn how to identify your most valuable customers to develop and implement customer-centric strategies and maximize their strategic value.

Selling Ideas: How to Influence Others, and Get Your Message to Catch On

Learn how to use social media and word of mouth to spread your message and grow your business.

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No Need to Travel

04 March 2019

R8445.00

6 Weeks

3-4hrs effort per week/module

  • Regression Analysis: modeling cause and effect
  • Conjoint Analysis: valuing attributes and measuring preference
  • Social Media Analytics
  • New Techniques in Market Research

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

Module 2: Regression

Module 3: Conjoint Analysis

Module 4: Social Media Analytics

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