Market Analytics: Become a Data-Driven Marketing Expert
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Market Analytics: Become a Data-Driven Marketing Expert

Learn how to calculate market segments, create surveys, use pricing techniques, and forecast sales with Excel examples.
3.3 (71 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,815 students enrolled
Last updated 9/2016
English
Curiosity Sale
Current price: $10 Original price: $100 Discount: 90% off
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Includes:
  • 2 hours on-demand video
  • 10 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Conduct market segmentation with 4 different techniques and find market segments for their product
  • Create surveys and use survey responses in market analysis
  • Set prices for products in the most profitable way using 11 pricing techniques
  • Make financial analysis with NPV and IRR models
  • Forecast sales predicting trends and seasonality effects
  • Use Microsoft Excel at professional level
  • Use IBM SPSS for automated market segmentation
View Curriculum
Requirements
  • The course does not have specific requirements for successful compleation
  • The attendees might need Excel or IBM SPSS to conduct practical analysis
Description

Marketing analyst salaries can reach six figures, but not everyone automatically earns such a high wage. First, you have to have strong analytical skills. Second, you need to know market analytics, which blends marketing, data analysis, and financial modeling. That’s why the Scandinavian Institute of Business Analytics (SCANBA) created a course that combines all three fields. You’ll learn how to conduct market surveys, analyze the data, find clusters, set product prices, forecast sales and even more. You’ll learn to use Microsoft Excel at a professional level, and be guided through every example to ensure you reach the learning objectives. By the end of the course, you’ll possess the kind of knowledge that’s available only to top market analytics experts.  

The course is 2 hours in total, evenly split into 3 chapters:

Chapter 1. Market Segmentation

  • 5 advantages of market segmentation
  • Segmentation variables you can use
  • Descriptive and predictive market segmentation techniques
  • 4 major market segmentation techniques: cross-tabulation, regression, clustering, and conjoint-analysis

Chapter 2. Price Analytics

  • 11 pricing techniques
  • 3 pricing assessment methods, including break-even analysis and the net present value capital budgeting model
  • 5 Excel spreadsheet examples
  • Concepts of elastic demand, optimal pricing, and price discrimination.

Chapter 3. Sales Forecasting

  • 3 major sales forecasting methods including moving average, exponential smoothing, and regression
  • 2 additional extensions to the methods for in-depth analysis
  • 5 Excel spreadsheet examples
  • Methods for predicting both seasonality and trends in sales.

The course has downloadable example files you can use for practice. 

Who is the target audience?
  • Marketing professionals
  • MBA students
  • Enterpreneurs
  • Business developers
  • All levels of business analysts
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Curriculum For This Course
22 Lectures
02:09:57
+
Introduction
1 Lecture 01:21

High level overview of the course content and the student's benefits.

Preview 01:21
+
Market Segmentation
8 Lectures 41:06

You will learn 5 advantages of market segmentation.

Preview 02:26

You will learn all major segmentation variables that describe Consumer and Business.

Preview 03:11

You will learn the difference between Predictive and Descriptive market segmentation and the definitions of the segmentation methods.

Preview 02:48

You will learn how to gather market data, construct and interpret cross-tabulation tables and use the results with a practical example of an Olle's restaurant.

Preview 04:11

You will learn how to conduct linear regression segmentation in Excel and how to measure the regression accuracy. You will learn how to segment customers buy the level of spending and predict their market segment.

Regression-based Segmentation
06:14

You will learn how to automatically find clusters in your market data using clustering methods and IBM SPSS software. 

Cluster Analysis (Clustering)
07:42

You will learn what is conjoint analysis for market segmentation and how to use it.

Conjoint Analysis Segmentation
06:20

You will be guided through an example of an Olle and Tove's new coffee machine marketing. 

Surveys and Segmentation
08:14

Five questions to check yourself on the Market Segmentation.

Market Segmentation Quiz
5 questions
+
Price Analytics
8 Lectures 41:32

You will learn advantages and disadvantages for 11 pricing techniques.

Pricing Techniques
14:32

You will learn definitions of 3 major pricing assessment techniques for the following lectures.

Pricing Assessment
00:53

You will learn how to conduct break-even analysis for setting a price using a Lars Coffee Mug example.

Break-even Analysis
04:37

You will learn how to conduct NPV analysis for setting a price using a Lars Coffee Mug example.

Net Present Value Capital Budgeting Model
05:28

You will learn how to conduct IRR analysis for setting a price using a Lars Coffee Mug example.

Internal Rate of Return Capital Budgeting Model
05:51

You will learn how to calculate price elasticity and gather the demand data.

Price Elasticity
04:19

You will learn how to calculate an optimal price using Lars Coffee Mug example.

Optimal Pricing
01:33

You will learn advantages and disadvantages for the price discrimination.

Price Discrimination
04:19

Five questions to check yourself on the Price Analytics.

Price Analytics Quiz
5 questions
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Sales Forecasting
5 Lectures 45:58

You will learn what sales forecasting is, how to collect the data, create a baseline, select forecasting period and fundaments factors that define accuracy of the forecast.

Sales Forecasting Essentials
07:15

You will learn how to make sales forecasts using moving average, how to reduce noise in your data, and set up tracking and smoothing coefficients.

Moving Average Forecast
08:23

You will learn how to find trends in your sales data and forecast sales with trends. You will learn how to understand correlations, conduct regression analysis in sales forecasting using Microsoft Excel examples.

Forecasting Trends
09:56

You will learn how to forecast seasonal sales.

Forecasting Seasonality
08:24

You will learn how to forecast sales with seasonality and trends, how to use several predictors in your forecasts, and how to report your results to your customers.

Advancing Forecasts
12:00

Five questions to check yourself on the Sales Forecasting.

Sales Forecasting Quiz
5 questions
About the Instructor
Scandinavian Institute of Business Analytics
3.4 Average rating
153 Reviews
2,277 Students
4 Courses
SCANBA Online

The Scandinavian Institute of Business Analytics (SCANBA) is a business analytics consulting company with operations in Finland and Sweden. SCANBA helps companies and their employees to become significantly more effective and successful by implementing business analytics in their organizations and by increasing employees’ professional skills.

SCANBA provides a broad range of services, including training and certification in business analytics, data management auditing, business process auditing and optimization, predictive analytics implementation, and decision system management.