This beginner course explains some basic terminologies used in marketing and discusses an application of analytics in retail. Marketing analytics is the process of measuring, managing and analyzing marketing performance to maximize effectiveness and to optimize return on investment. The course also explains RFM, a marketing technique that is used to determine quantitatively which customers are the best ones by examining factors such as recency of purchase, frequency of purchase, and how much a customer spends.

Skills covered

  • checkRFM Analysis
  • checkKINME

Course Syllabus

Marketing and Retail Analytics

  • playOverview of Marketing
  • playMarketing Terminologies
  • playRFM Analysis – Using Tableau
  • playRFM Analysis Using – KNIME
  • playPercentiles and Auto Binner Function in KNIME

Marketing and Retail Analytics

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