Marketing Customer Analytics, Segmentation, and Targeting
4.3 (173 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
673 students enrolled

Marketing Customer Analytics, Segmentation, and Targeting

Learn how to analyze market based on customer and location data analytics with the most powerful tools available
4.3 (173 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
673 students enrolled
Last updated 8/2019
English [Auto]
Current price: $139.99 Original price: $199.99 Discount: 30% off
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This course includes
  • 2 hours on-demand video
  • 2 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Customer Analytics for Marketing Segmentation and Targeting
  • Marketing Analytics, Digital and Media Selection and business Segmentation and Targeting Tools
  • Mass and Niche Marketing Strategies
  • Location Based Market Analyses
  • Digital Marketing
  • Analyzing locations for restaurant business and retail business
  • data analytics
  • Familiarity with Microsoft excel

Learn some of the most important marketing skills such as marketing analytics, customer segmentation, media and website selection. The ability to analyze customers and find the right group for your brand, product, or service. You will learn how to find the right target and the right targeting strategy; Niche or Mass Targeting. Additionally, you will learn powerful tools and techniques to generate deep insight about any location in the United States and other countries by Location Based market analytics tools I will teach you here. This is part of a course I teach in one of the largest business schools in America and I am sure will be useful to anyone involved with business and marketing.

In this course I teach you one of the most important of these principles. That is, knowing the right customer for your product or service (whatever they may be) and targeting them with the right vehicle (TV programs, Digital, Newspapers, etc). This is the essence of every successful marketing strategy. Unless you implement the concepts I teach you in this course, you will not have a high chance of success and you run a high risk of wasting your precious marketing resources.

Who this course is for:
  • Professionals and students interested in how to implement an actual segmentation and targeting
  • Business owners curious about analyzing a location for future or current business
  • Anyone interested in marketing and customer analyses
  • Anyone interested to learn most important marketing skills; customer analytics for segmentation purposes
Course content
Expand all 17 lectures 02:11:04
+ Introduction
1 lecture 03:41

This course is about learning how to know your customer and how to run a segmentation and targeting analyses like professionals. I will teach you some of the latest technologies that marketers and large corporations use in order to segment the market and find the right target customer and targeting strategy. You will learn also how to analyze market locations and generate insight for any business that is dependent on their location such as retail stores, restaurants, services, etc.

Preview 03:41
+ Market Segmentation and Targeting
5 lectures 37:41

In this video I explain

  • what is the concept of segmentation,

  • why is it so important,

  • what are the benefits of Segmentation

  • Several examples of Business Success or Failure Due to Segmentation

Preview 14:27

This short video explains the criteria for an effective segmentation. When marketers divide customers into different groups, the groups should have certain similarities and differences and also have to meet certain criteria. Not meeting these criteria can lead to ineffective and bad market segments, which will lead to loss.

What Is Effective Segmentation?

In this lecture I discuss different variables and methods to cut the market into segments. Various variables such as demographics, lifestyle, usage behavior and so on will be used to find groups of customers who have similar behavior towards a product or service. Understanding these variables are crucial when it comes to successful marketing

Bases for Segmentation

After segmentation, marketers job is to select the most attractive segments to target them. It means that marketers develop the marketing mix (product, promotion, pricing, and place) in accordance to the target markets. This video discusses this process as well as two most important targeting strategies; niche marketing and mass marketing.

Target Market Selection

In this short lecture I explain various methods by which marketers can segment the market. It is either by primary research or use of available professional tools such as GFK MRI or ESR Business Analyst Online and other similar tools. It is important to have a big picture of how segmentation is actually done before proceeding to the tools and actually doing it.

How to Implement Segmentation? Different Methods of Segmentation
+ Implementing Segmentation and Targeting Strategies for more than 6000 products
4 lectures 48:12

In this lecture I introduce to you one of the most powerful and widely used tools for segmentation, targeting, and media selection for more than 6000 brands and products in the United States. GFK is a global market research firm that provides marketers with necessary tools for customer analytics and research.

Introduction to GFK MRI

In order to work with GFK MRI, you need to first be able to read and understand the data. Here I will discuss some technical terms and how to understand this database. The approach is novel, interesting, and very pragmatic.

How to Read and Interpret GFK MRI Database

Here we use excel to manipulate the data downloaded from GFK MRI in order to find the right groups to target as niche and mass marketing strategies. This is your chance to do an actual segmentation, a practice that not many professionals have the chance to do!

Finding Mass and Niche Markets for 6500 Products and Brands

In this part, you can use the resource file and calculate the table with me. This will help you to deeply understand this database and master the technique of target market selection. A little familiarity with excel is required here.

MRI Calculations and Marketing Strategies
+ Geo Market Analytics, Location-Based Market Analytics
7 lectures 41:30

I quickly discuss why analyzing market locations are so important and then some of the applications of what you will see in the next lectures. I will discuss why three top success factors for retailers are: Location, Location, Location.

Introduction to Location-Based Market Analytics

This lecture takes you to the inside of a very powerful geo-spatial analytics tool designed for business purposes and shows you how to define an area for study. In this case we use Beverly Hills area! let's see what's going on in Beverly Hills neighborhood.

Login to ESRI BAO and Define Map Area for Analytics

We see a case of an inforgraphic of Beverly Hills, as an example of how we can get a quick snap at a neighborhood and analyze the market. We overview some of the reports that this tool can prepare for us.

Esri Infographics and Reports Overview

This is one of my favorite parts of this course. In this section I will teach you how to explore any location in America and find out about different groups of people who live there. You will get a very accurate report of residential composition of neighborhoods and can rapidly figure out what areas are a good fit for business investment.

Preview 14:05

In this video I explain how you can leverage location-based analytics to find the best fit for restaurant businesses.

Restaurant Marketplace Profile

This lecture is another favorite of mine. It shows the demand and supply in any given area for retail businesses. If anyone is to start any retail business, this analytics is crucial.

Retail Marketplace Analytics
Household and Home Expenditure Analytics