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.
The courses in this certificate will equip you to:
- 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
Who should enroll in this certificate?
- 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