One of the more popular free learning opportunities on Coursera is Raj Venkatesan's course on Marketing Analytics. Over 300,000 learners enrolled have enrolled in the course and a rating of 4.7 of 5 stars. Both Raj's course and the associated MBTN Marketing Modules have the same goal - to help today's marketing executive make better business decisions using and interpreting marketing analytics....
MBTN Academy recently issued its 1000th Marketing Metrics Certification. Congratulations to all the recipients - you're part of an elite group who have demonstrated their knowledge and use of KPIs for marketing management!...
This month's free MBTN tutorial addresses pricing decisions under conditions of constant elasticity, and is co-authored by Paul Farris and Phil Pfiefer of the Darden School of Business at the University of Virginia. Unlike linear functions, constant elasticity functions exhibit a different slope, but the same elasticity at each point on the curve. Discover how to find the profit maximizing price under these conditions in this month's tutorial....
Statistics play a pivotal role in data analytics for helping us uncover patterns and relationships within datasets. Whether you're deciphering trends in finance, exploring healthcare outcomes, or investigating alternative social media marketing options, a solid grasp of statistical measures is crucial for drawing meaningful conclusions....
How are marketing metrics and marketing analytics related? This post provides a quick summary of the differences between these two essential pieces of the marketing function....
Marketing Variance Analysis is a crucial tool that allows organizations to evaluate and understand the differences between expected and actual outcomes. In this month's tutorial on Marketing Variance Analysis, we will delve into a high-level examination of the potential causes of variation in net marketing contribution....
For the EMAC conference held last month, I had prepared usage statistics regarding marketing classes and the selection of modules (topics) by faculty. These statistics proved to be valuable for both the MBTN faculty and individuals contemplating the use of MBTN. Moreover, the selection of modules can also serve as an indicator of the topics covered in marketing courses at business schools....
Customer Acquisition Cost (CAC) is a crucial metric that managers can use to better understand the cost of growing revenues through obtaining new customers. Learn more about CAC in this month's free MBTN tutorial!...
The cost for a company to acquire a customer and how that cost compares to that customer's expected Customer Lifetime Value is a fundamental question for the success of a business model. This module will explain how to calculate and use CAC and the CLV to CAC ratio to improve business performance....
Marketing should be more financially accountable to the business. This is the main point of Bill Harvey's article and interview with Joanna Seddon, who leads the Marketing Accountability Standards Board (MASB)....