Foundations of Marketing Analytics Specialization

Become familiar with established statistical methods for converting survey responses to insights that can support marketing decisions

Develop an understanding of the basic components of a forecasting model, how to build their own forecasting models, and how to evaluate the performance of forecasting models

Development and application of Monte Carlo simulations, and the use of probability distributions to characterize uncertainty

Exposed to both the benefits and limitations of relying on social media data compared to traditional methods of marketing research

Exposure to essential tools including exploratory data analysis, as well as regression methods that can be used to investigate the impact of marketing activity on aggregate data (e.g., sales) and on individual-level choice data (e.g., brand choices)