Marketing Analytics: Data Tools and 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.

This course is part of Wharton's Digital Marketing Professional Certificate. For more information, see here.

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

Module 2: Regression

Module 3: Conjoint Analysis

Module 4: Social Media Analytics