Enroll Course: https://www.coursera.org/learn/forecasting-models-marketing-decisions
In the dynamic world of marketing, understanding and predicting future customer behavior is paramount. How much inventory should you order? What will demand look like next season? Beyond just predicting, marketers need to influence future actions. This is where Coursera’s “Forecasting Models for Marketing Decisions” course shines, equipping learners with the essential tools and knowledge to navigate these critical questions.
This comprehensive course, taught with a practical focus on Excel, breaks down the complexities of forecasting into digestible modules. It begins with the **Basics of Forecasting Models**, teaching you how to identify key components based on historical data and evaluate model performance using both in-sample and out-of-sample metrics. This foundational knowledge is crucial for building reliable predictive tools.
The course then delves into **Customer Analytics: Predicting Individual Customer Behavior**. While presented as a review for those who have completed prior related courses, it reinforces the vital link between understanding individual customer actions and broader marketing strategies.
Following this, **Managing Customer Equity: Linking Customer Analytics to Customer Value** explores how to manage customer equity, focusing on acquisition, retention, market value, and customer valuation. You’ll learn to decompose customer value into its constituent parts, a critical step for maximizing long-term profitability.
Perhaps the most impactful module is **Marketing Mix Modeling**. Here, you’ll learn to leverage forecasting models to make strategic decisions about marketing activities. The course uses a real-world example of a frozen food category, demonstrating how to build regression models to assess the effectiveness of your own marketing actions and those of competitors, considering factors like pricing, advertising, and in-store displays.
Overall, “Forecasting Models for Marketing Decisions” is an invaluable resource for any marketer looking to enhance their predictive capabilities and make data-driven decisions. The practical application in Excel, combined with a solid theoretical foundation, makes this course a highly recommended investment for professionals seeking to optimize their marketing strategies and drive business growth.
Enroll Course: https://www.coursera.org/learn/forecasting-models-marketing-decisions