Data-Driven Marketing

CERTIFICATE ID: LSMC10

Certificate Overview

  • Three month duration
  • 5 two-week courses
  • 5-7 hours per course

Today’s organizations have oceans of data available to them. “Big Data” is revolutionizing business by applying marketing research principles to mine huge data sets, and companies are reaping results and gaining competitive advantages in ways not seen before.

With this certificate program, you’ll practice using the language and tools of data-driven marketing research. Learn to ask the right questions and determine the most relevant data for improving service, sales, market share, and margins. The Data-Driven Marketing certificate program teaches you the essential methods of marketing research using data.

The five two-week courses in this program cover a variety of topics, including applying statistical methods to measure and predict consumer preferences and developing perceptual maps to position your products based on customer perceptions. You’ll also learn about a customer’s lifetime value (CLV), how to use a market response model and the best ways to harness the power of data to improve your bottom line.

  • Use conjoint analysis to measure consumer preferences
  • Analyze consumer data to arrive at a numerical measure of the customer’s preference for each attribute and level of attribute
  • Interpret the meaning and relevance of customer preference data
  • Articulate a strategic rationale for customer segmentation and how segmentation fits into the process of developing marketing strategy
  • Articulate potential uses of factor analysis
  • Describe customer relationship management
  • Interpret a scoring model to make strategic decisions about potential customers and target segments
  • Examine data related to customer value
  • Identify specific business uses of market response models and how you can develop such models for your business
  • Estimate nonlinear market response models
  • Marketing managers and professionals who interact with customers or product data
  • Those working in product engineering or customer service strategy
  • Those with an intermediate level of skill using Excel, including functions such as pivot tables and regression analysis

Faculty Author

Sachin Gupta

Certificate Courses

Apply the statistical method of conjoint analysis to uncover the product attributes most influential to your customers.

Course Description

To create a more customer-centric organization -- and improve sales, market share, and margins -- you need to know what your customers want. In this course, you'll use the statistical method of conjoint analysis to uncover the product attributes most influential to your customers. By simulating the market, you'll run relevant scenarios to answer questions such as: What would happen if we lowered our price, or offered quality improvements? Which customers should we go after? And, if we give our customers more of one attribute, can we give them less of another?

Meaningfully segment and target your market based on customer needs and preferences using cluster analysis.

Course Description

In this course, you'll use the statistical method of cluster analysis to meaningfully segment and target your market based on customer needs and preferences. Through interactive, applied activities, you'll analyze how customers naturally segment themselves within your market -- and how to predict and target the most profitable segments for your business. Customer data analyzed are similar to what is typically commissioned from market research firms.

Determine your customers' beliefs about your products using perceptual mapping to improve positioning and product mix.

Course Description

To improve sales and market share, knowing what consumers want isn't enough. You also need to know what they believe your product or service, and your competitors', provides. In this course, you'll create and use perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors'. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

Make smarter predictions about customer behavior, and better resulting marketing planning using the Customer Lifetime Value (CLV) model.

Course Description

Successful customer relationship management encompasses thousands of transactions and impressions, over many years. But which customers are most worth your time and resources? How do firms determine how long they need to keep customers before they become profitable? Analyzing data (such as Big Data) allows marketers to make smarter predictions using the Customer Lifetime Value (CLV) model, which scores current and potential customers based on characteristics such as churn rate, discount rate, retention cost and forecasts of remaining customer lifetime. In this course, you'll use the CLV model to segment and target customers based on their potential long-term value, and build corresponding retention and divestment strategies.

Use statistical market response modeling to develop the right marketing mix: when and where to spend money on advertising and trade promotions, and better forecast demand for your product or service among different customers.

Course Description

Segmentation and targeting is the tip of the iceberg for implementing a successful marketing strategy. Markets can be sliced and diced in infinite ways; the goal is to focus your marketing activities on customers you identify as most likely to respond and buy. In this course, you'll use statistical market response modeling to develop the right marketing mix: Determine when -- and where -- to spend money on advertising and trade promotions, and how to better forecast demand for your product or service among different customers.


Alumni Testimonial

This is an outstanding certificate to better understand the overall concepts and how data driven decision making can help your company make better marketing and product decisions.
Ryan L.
Director of Product Marketing, Ellucian