Time, Change, and Decisions for Marketing

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Time, Change, and Decisions for Marketing

This course is part of Data Science for Marketing Specialization

Instructors: A.W. Lukens

Included with

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3 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Predict customer behaviors and market trends using advanced analytics.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

25 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Data Science for Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

"Time, Change, and Decisions for Marketing" shows how advanced analytics can be used to adapt and optimize marketing strategies in response to evolving market conditions. Unique to this course is the integration of advanced analytics into strategic marketing decision-making, equipping learners with the skills and knowledge to lead data-driven marketing initiatives and coordinate strategies across teams for maximum business impact.

Use Causal Bayesian Networks and Partial Dependence Plots to revolutionize your marketing strategies. This module shows you how to optimize decision-making, understand customer behavior, and visually interpret complex data for strategic marketing insights.

What's included

7 videos7 readings8 assignments

7 videos Total 46 minutes

Calculating LTV Changes 8 minutes
Bayesian Networks 1: Visualizing Dependencies 6 minutes
Bayesian Networks 2: Conditional Probability Tables and Conditional Independence 8 minutes
Applying Bayesian Networks: Predicting, Explaining, and Deciding 7 minutes
Influence Diagrams 6 minutes
Partial Dependence Plots (PDPs) 5 minutes
Individual Conditional Expectation (ICE) Plots 6 minutes

7 readings Total 166 minutes

A Note About Readings & R-Scripts 1 minute
Causal Bayesian Networks 60 minutes
R-Scripts - Bayesian Networks 10 minutes
Influence Diagrams 60 minutes
Partial Dependence Plots and Causal Interpretation 15 minutes
R-Scripts - Partial Dependence Plot (PDP) 10 minutes
R-Scripts - Individual Conditional Expectation (ICE) Plots 10 minutes

8 assignments Total 132 minutes

Module 1 Graded Quiz 30 minutes
Calculating LTV Changes Quiz 15 minutes
Bayesian Networks 1: Visualizing Dependencies Quiz 15 minutes
Bayesian Networks 2: Conditional Probability Tables and Conditional Independence Quiz 15 minutes
Applying Bayesian Networks: Predicting, Explaining, and Deciding Quiz 15 minutes
Influence Diagrams Quiz 15 minutes
Partial Dependence Plots (PDPs) Quiz 12 minutes
Individual Conditional Expectation (ICE) Plots Quiz 15 minutes

Clarify the dynamics of customer behavior and market trends with Dynamic Bayesian Networks. Master time series forecasting and change detection to stay ahead in the ever-evolving marketing landscape, ensuring your strategies remain relevant and effective.

What's included

7 videos5 readings8 assignments

7 videos Total 42 minutes

Time and Change 7 minutes
Modeling Sudden Changes 9 minutes
Simulation Forecasting: Part 1 8 minutes
Simulation Forecasting: Part 2 3 minutes
Bass Diffusion Model 3 minutes
Bass Diffusion Model Outputs 6 minutes
Wrap-Up on Simulation-Based Forecasting 4 minutes

5 readings Total 320 minutes

Dynamic Bayesian Networks (DBNs) & Time Series Forecasting 120 minutes
R-Scripts - Time Series 10 minutes
Change Point Analysis (CPA) & ITSA 120 minutes
Simulation Model-Building, Validation, and Optimization 60 minutes
Bass Diffusion Modeling 10 minutes

8 assignments Total 156 minutes

Module 2 Graded Quiz 60 minutes
Time and Change Quiz 15 minutes
Modeling Sudden Changes Quiz 15 minutes
Simulation Forecasting: Part 1 Quiz 15 minutes
Simulation Forecasting: Part 2 Quiz 15 minutes
Bass Diffusion Model Quiz 9 minutes
Bass Diffusion Model Outputs Quiz 12 minutes
Wrap-Up on Simulation-Based Forecasting Quiz 15 minutes

Optimize marketing and business decision-making with the help of causal forecasting. Learn to model customer journeys, perform what-if analyses, and apply Bayesian inference, equipping you with cutting-edge tools for real-time, data-driven marketing strategies.

What's included

8 videos5 readings9 assignments

8 videos Total 50 minutes

State Transition Diagrams 3 minutes
Customer Journeys 8 minutes
Transition Diagram Calculations 6 minutes
What-if Analysis 6 minutes
Learning Models From Data 6 minutes
Bayesian Inference for a Simplified BTYD Model 9 minutes
Reinforcement Learning 5 minutes
MAB Testing 7 minutes

5 readings Total 165 minutes

Multistate Transition Models 45 minutes
R-Script - Markov Modeling 10 minutes
Bayes Rule & BTYD Models 60 minutes
Multi-Arm Bandit Models and Reinforcement Learning 30 minutes
Communicating Analytics Results 20 minutes

9 assignments Total 297 minutes

Module 3 Graded Quiz 180 minutes
State Transition Diagrams Quiz 15 minutes
Customer Journeys Quiz 15 minutes
Transition Diagram Calculations Quiz 15 minutes
What-if Analysis Quiz 12 minutes
Learning Models From Data Quiz 15 minutes
Bayesian Inference for a Simplified BTYD Model Quiz 15 minutes
Reinforcement Learning Quiz 15 minutes
MAB Testing Quiz 15 minutes

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Instructors

A.W. Lukens

University of Colorado System

7 Courses 10,307 learners

Offered by

University of Colorado System

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To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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