Learn how to utilize your analytics and put the right tools to work for your needs, with guidance and support from the Director of Analytics at Google.
This online course combines live lectures with 4 practical labs and direct feedback from Kevin on your projects. Hands-on work helps develop your step-by-step approach to planning, collecting, analyzing, and reporting data.
Through live classes and lab work answer your questions and provide you personalize feedback. He’ll work with you to help you apply data analytics.
Assignment: Introduce yourself and share reflections on three roles of the analyst and your current function & skills.
Assignment: Complete a template provided in class details the experience of consumers in their industry (or an industry of their choice) along the steps of McKinsey’s Consumer Decision Journey.
Assignment: Use the provided template to detail output from Bain & Company’s seven-question online assessment of Marketing Maturity for your organization (or the organization of your choice).
Assignment: With the help of digital tools discussed in class (Google Trends for search data, Tweet Reach for Twitter data, and LIWC for sentiment analysis) investigate consumer reaction surrounding the Peloton Holiday Commercial of 2019 and decide if the marketing value created by the commercial and its fallout was positive or negative for the brand.
Assignment: After reading the Bellabeat case study, choose one product and provide a brief statement on the marketing objective you think best serves Bellabeat’s needs. Select your marketing objective from the list of probable marketing objectives from "The Six Marketing Objectives" discussed in class.
Assignment: Based on the approach demonstrated through the Bellabeat case study, build an analytics project plan for your organization (or an organization of your choice) that will help the company achieve a marketing objective on the selected topic. The plan should include your hypothesis, at least three key questions for analysis, and at least three pieces of data + sources for that data for each key question. Use the Minto "Top-Down" or “Bottom-Up” approach to construct your plan.
Assignment: Jump into the Python vs R debate. Which tool is better for your organization? Why? Post your thoughts.
Assignment: Utilize tools and techniques demonstrated in class to analyze a provided dataset for trends in consumer interest and behaviors that could point Netflix to the next Big Thing in the world of content licensing and distribution.
Assignment: A short, multiple choice knowledge check quiz to be taken online
Assignment/Final Project: Using a number of data analysis and visualization tools, including spreadsheet tools, R, and Tableau, mine a provided dataset. After finding important patterns in the data, create a data visualization that effectively demonstrates contrast, critical chart elements, and refined execution to communicate your insights.
This assignment will teach you to mine data for insights using tools that range from simplistic to sophisticated. In addition, you will learn how to create “client-ready” data visualizations.