Analyze Marketing Performance Using R and Excel

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

• Analyze marketing performance using key metrics and real-world datasets
• Apply R and Excel to evaluate customer behavior, satisfaction, and churn
• Build data-driven marketing strategies using segmentation and predictive analytics

• No deep prior experience is required, but basic computer and internet skills are helpful
• Ability to read course instructions in English and complete short practice activities