Analyze Marketing Performance Using R and Excel

Overview

By the end of this course, learners will be able to analyze marketing performance using data, apply key marketing metrics, evaluate customer behavior, and build data-driven strategies using R and Microsoft Excel. Learners will gain practical skills in interpreting marketing data, measuring campaign effectiveness, assessing customer satisfaction, and predicting customer churn across real-world business scenarios. This course is designed to help learners bridge the gap between marketing theory and analytics practice. Through structured modules and hands-on case studies, learners explore marketing planning metrics, sales channel management, Net Promoter Score (NPS), customer service evaluation, persuasion parameters, and advanced analytical techniques such as conjoint analysis, market segmentation, churn modeling, and algorithm-based optimization. What makes this course unique is its strong focus on applied analytics using widely adopted tools like R and Excel, combined with industry-specific case studies from banking, airlines, telecommunications, and product-service markets. Instead of focusing only on theory, the course emphasizes practical interpretation of data and actionable insights that support real marketing decisions. Upon completion, learners will be equipped with in-demand marketing analytics skills applicable to roles in marketing, business analysis, and customer insights.

Syllabus

Foundations of Marketing Analytics

This module introduces learners to the fundamentals of marketing and marketing analytics, emphasizing the role of data, metrics, and analytical tools such as R and Microsoft Excel in evaluating marketing performance, planning strategies, and improving customer service outcomes.

Applied Marketing Metrics & Customer Insights

This module focuses on applying marketing metrics and analytics through real-world case studies, sales channel evaluation, customer loyalty measurement, and persuasion analysis to derive actionable insights that improve customer experience and marketing effectiveness.

Advanced Analytics Techniques & Industry Applications

This module explores advanced marketing analytics techniques such as conjoint analysis, market segmentation, churn prediction, product-service bundling, and algorithmic modeling, with applications across multiple industries including airlines and telecommunications.