This course is part of the Foundations of Marketing Analytics Specialization

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72 ratings

David Schweidel

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Offered By

Foundations of Marketing Analytics SpecializationEmory University

About this Course

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How will customers act in the future? What will demand for our products and services be? How much inventory should we order for the next season? Beyond simply forecasting what customers will do, marketers need to understand how their actions can shape future behavior. In Developing Forecasting Tools with Excel, learners will 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. All of this is done using Microsoft Excel, ensuring that learners can take their skills and apply them to their own business problems.

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Course 3 of 6 in the

Foundations of Marketing Analytics Specialization

Intermediate Level

Approx. 11 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 6 in the

Foundations of Marketing Analytics Specialization

Intermediate Level

Approx. 11 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.4/5 (5 Ratings)

David Schweidel

Associate Professor of Marketing

Goizueta Business School

56,629 Learners

6 Courses

Offered by

Emory University

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Basics of Forecasting Models

2 hours to complete

4 videos (Total 33 min), 3 readings, 1 quiz

Week2

Week 2

5 hours to complete

Customer Analytics: Predicting Individual Customer Behavior

5 hours to complete

6 videos (Total 110 min), 5 readings, 1 quiz

6 videos

How to Use Customer Centric Analytics10mBusiness Decisions Drive Customer Choices9mIllustrating Customer Acquisition in Excel11mTiming Models in Marketing10mModel for Retention Excel Demonstration29mKiwi Bubbles Exercise Excel Demonstration39m

5 readings

Read This First10mLeveraging Customer Analytics: The Insurance Industry30mCompanies still struggle to unlock customer data analytics insight10mRetention Exercise Instructions1hKiwi Bubbles Instructions1h

1 practice exercise

Module 220m

Week3

Week 3

1 hour to complete

Managing Customer Equity: Linking Customer Analytics to Customer Value

1 hour to complete

4 videos (Total 40 min), 2 readings

Week4

Week 4

3 hours to complete

Marketing Mix Modeling

A common task in developing forecasting models is to use them to make decisions regarding the marketing mix activity. With a marketing mix model, organizations can assess the efficacy of different marketing actions. Included is a sample of data for a popular frozen food category. In addition to weekly sales and pricing, for the focal brand we have information on whether the product was featured in the store’s advertising (e.g., newspaper circular) and if the product was on display in the store. We also have pricing information from competitors. In this module, we will build a series of regression models to evaluate the impact of the brand’s actions and competitors’ actions.

3 hours to complete

4 readings

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TOP REVIEWS FROM FORECASTING MODELS FOR MARKETING DECISIONS

by SMar 30, 2020

Incredibly useful and practical. Professor Schweidel keeps a good pace, and each video is engaging. I have already put everything into practice at work!

View all reviews

About the Foundations of Marketing Analytics Specialization

In this specialization you will learn how to:

• Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Forecasting Models for Marketing Decisions

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