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
Chapter 2. Price Analytics
Chapter 3. Sales Forecasting
The course has downloadable example files you can use for practice.
You will learn all major segmentation variables that describe Consumer and Business.
You will learn the difference between Predictive and Descriptive market segmentation and the definitions of the segmentation methods.
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.
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.
You will learn how to automatically find clusters in your market data using clustering methods and IBM SPSS software.
You will learn what is conjoint analysis for market segmentation and how to use it.
You will be guided through an example of an Olle and Tove's new coffee machine marketing.
Five questions to check yourself on the Market Segmentation.
You will learn advantages and disadvantages for 11 pricing techniques.
You will learn definitions of 3 major pricing assessment techniques for the following lectures.
You will learn how to conduct break-even analysis for setting a price using a Lars Coffee Mug example.
You will learn how to conduct NPV analysis for setting a price using a Lars Coffee Mug example.
You will learn how to conduct IRR analysis for setting a price using a Lars Coffee Mug example.
You will learn how to calculate price elasticity and gather the demand data.
You will learn how to calculate an optimal price using Lars Coffee Mug example.
You will learn advantages and disadvantages for the price discrimination.
Five questions to check yourself on the Price Analytics.
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.
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.
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.
You will learn how to forecast seasonal sales.
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.
Five questions to check yourself on the Sales Forecasting.
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.