Understanding how future sales will change is one of the key information needed by manager to take data driven decisions. In this course, we will explore how one can use marketing analytics tools and forecasting models to
- See patterns in time series data
- Make forecasts based on models
Let me give you a brief overview of the course
- Section 1 – IntroductionIn this section we will learn about the course structure containing Marketing analytics, marketing research, forecasting techniques.
- Section 2 – Basics of ForecastingIn this section, we will discuss about the basic of forecasting and we will also learn the easiest way to create simple linear regression model in Excel
Section 3 – Getting Data Ready for Regression ModelIn this section you will learn what actions you need to take step by step to get the data and then prepare it for the marketing analytics purpose. These steps are very important.We start with understanding the importance of business knowledge then we will see how to do data exploration. We learn how to do uni-variate analysis and bi-variate analysis then we cover topics like outlier treatment and missing value imputation. These are the building blocks of implementing marketing analytics techniques effectively.
Section 4 – Forecasting using Regression ModelThis section starts with simple linear regression and then covers multiple linear regression. We have covered the basic theory behind each concept without getting too mathematical about it so that you understand where the concept is coming from and how it is important. But even if you don’t understand it, it will be okay as long as you learn how to run and interpret the result as taught in the practical lectures.We also look at how to quantify models accuracy, what is the meaning of F statistic, how categorical variables in the independent variables data set are interpreted in the results.
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