In this video, you'll be provided with an overview of data modeling and predictive analytics.
- Using all of our marketing data…to show us what's happened in the past is great.…It helps us understand how things have performed,…what's worked, and what hasn't.…But all of this is presumably for the purpose…of making changes to improve the…future outcomes that we're working towards.…And this is where traditional data science…is taking advantage of the…massive amount of data that we have to work with,…and the unparalleled processing power at our disposal…to model and predict.…By having an integrated view…of all the data in the marketing stack,…deep analysis and data modeling…becomes a lot more efficient.…
And it lets us take into consideration…a wide range of elements.…A simple value tier analysis, for example,…can break down your best and worst customers,…and then dig into the specific behaviors, actions…and demographic, psychographic, or sociographic attributes…to help you understand more about these bands.…And when you understand what kind of people…are not just your customers, but your best customers,…you can gain all kinds of insight around…
Author
Released
5/31/2016NOTE: While specific software and platforms aren't endorsed, you will see how tools like a customer relationship management system and web analytics work in a successful marketing mix.
- Explain the purpose of web analytics platforms.
- Define display advertising.
- Recall an example of RACI.
- Identify what types of data can be found in the experiences layer.
- List four examples of platforms that connect your social media accounts and consolidate management of social activities.
- Name two characteristics and benefits of digital advertising.
- Explore the benefits of predictive modeling.
Skill Level Intermediate
Duration
Views
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Marketing Foundations: International Marketing
with Doug Ladd1h 59m Intermediate
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Introduction
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Welcome1m 23s
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1. Understanding the Components of Digital Marketing
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2. Reaching Customers with the Digital Advertising Layer
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Leveraging social media4m 46s
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3. Providing the Digital Experience
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Going mobile5m 11s
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4. Measuring the Digital Landscape in the Clickstream Layer
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5. Leveraging the Back-Office Layer
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6. Communicating and Optimizing in the Analysis Layer
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Conclusion
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Video: Learning and predicting with data exploration and modeling