Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge — and marketers in particular are increasingly expected to use analytics to inform and justify their decisions.

Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment(ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions.

This course, developed at the Darden School of Business at the University of Virginia, gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You’ll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.

You can follow my posts in Twitter, @rajkumarvenk, and on linkedin:



Professor of Business Administration at Darden


  • How to build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
  • How to measure customer lifetime value and use that information to evaluate strategic marketing alternatives
  • How to design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
  • How to set up regressions, interpret outputs, explore confounding effects and biases, and distinguish between economic and statistical significance


  • Marketing Experiments
  • Customer Lifetime Value
  • Regression Analysis
  • Marketing Analytics
  • Brand Equity


Registration deadline: September 30, 2023

Course will run from October 1st to November 30, 2023.