01 introduction-to-the-program (32.24 MB)
02 introduction-to-data-analytics-methods-for-marketing (19.14 MB)
03 introduction-to-anke-audenaert (16.58 MB)
05 careers-in-marketing-and-marketing-analytics (25.17 MB)
01 introduction-find-your-audience-with-segmentation (5.94 MB)
02 the-importance-of-segmentation-in-marketing (19.35 MB)
03 examples-of-segmenting-audiences (28.09 MB)
04 programmatic-creative-from-audience-segments (34.89 MB)
05 customer-data-platforms-cdp (12.09 MB)
01 segmentation-using-clustering (24.82 MB)
02 k-means-clustering (35.58 MB)
03 determining-the-number-of-clusters (21.25 MB)
04 describing-segments (19.24 MB)
01 example-finding-the-target-audience-for-snackwall (3.95 MB)
02 k-means-clustering-approach (6.15 MB)
03 describing-segments-application (13.48 MB)
05 weekly-summary-find-your-audience-with-segmentation (7.19 MB)
01 introduction-analytics-for-planning-forecasting (7.58 MB)
02 the-sales-funnel-descriptive-marketing-metrics (16.31 MB)
03 descriptive-vs-predictive-metrics (14.81 MB)
04 return-on-ad-spend-roas-and-return-on-investment-roi (12.78 MB)
05 customer-profit (30.36 MB)
06 kpis-reports-and-dashboards (36.92 MB)
01 customer-lifetime-value-and-why-it-matters (21.22 MB)
02 calculating-customer-lifetime-value (24.59 MB)
04 customer-lifetime-value-example (32.55 MB)
01 introduction-linear-regression (13.58 MB)
02 linear-regression (32.53 MB)
03 linear-regression-continued (15.35 MB)
04 using-linear-regression-to-forecast-marketing-outcomes (20.42 MB)
06 different-forms-of-regression-analysis (23.27 MB)
07 weekly-summary-analytics-for-planning-forecasting (8.75 MB)
01 introduction-evaluating-advertising-effectiveness (8.45 MB)
02 understanding-advertising-effectiveness (33.57 MB)
03 observational-and-experimental-methods-for-ad-effectiveness-evaluation (42.92 MB)
01 formulating-a-hypothesis (36.35 MB)
02 what-is-an-experiment (25.3 MB)
03 random-controlled-trials (22.34 MB)
04 intention-to-treat (20.69 MB)
05 interpreting-results-of-an-experiment (23.37 MB)
01 a-b-testing (35.41 MB)
02 single-cell-multi-cell-and-nested-tests (21.01 MB)
03 weekly-summary-evaluating-advertising-effectiveness (12.86 MB)
01 introduction-optimizing-your-marketing-mix (15.87 MB)
02 what-are-marketing-mix-models (15.76 MB)
03 how-does-marketing-mix-modeling-work (59.13 MB)
05 making-recommendations-based-on-marketing-mix-modeling (18.38 MB)
01 what-is-attribution (35.6 MB)
02 single-touch-attribution (39.14 MB)
03 multi-touch-attribution (48.02 MB)
05 challenges-when-measuring-across-channels (28.4 MB)
01 introduction-to-sales-funnel-analysis (11.83 MB)
02 dropoff-in-sales-funnels (53.77 MB)
03 sales-funnel-shapes (12.25 MB)
05 visualizing-a-sales-funnel-in-tableau (10.75 MB)
07 weekly-summary-optimizing-your-marketing-mix-sales-funnel (9.01 MB)
08 course-summary-congratulations (13.73 MB)