Getting the Most Out of Testing in Direct/Internet Marketing

The focus of this course is on improving your ability to test (in the context of direct and Internet marketing) various elements of marketing mix and on analyzing data from these tests. Most of the analyses in this course use the point-and-click interface of SAS Enterprise Guide. You will learn how to use basic principles of experimental design (testing), including control and randomization. You will use factorial design (two as well as three factors), analyze data from such designs, and make appropriate business decisions. Further you will use principles of "blocking" to improve the precision of your tests. After this course you will be able to use MANOVA (Multivariate Analysis of Variance) to analyze data from experiments with multiple dependent variables..use ANCOVA (Analysis of Covariance) to analyze data from tests that include a categorical factor and a continuous covariate. .

Voraussetzungen
Before attending this course, you should be acquainted with Microsoft Windows and Windows-based software. In addition, you should have at least an introductory-level familiarity with basic statistics, p-values, and hypothesis testing. Any previous SAS software experience is helpful but not necessary.

Zielgruppe
Marketers, business managers, and business analysts who want to improve their ability to test and analyze data from their tests

Module
SAS Enterprise Guide

Kursinhalte

• Basics of Testing in Direct and Internet Marketing
  • using basic principles of experimental design (testing), including control and randomization in the context of Direct/Internet marketing and SAS Enterprise Guide
  • using factorial design, analyze data from such designs, and make appropriate business decisions
  • using principles of "blocking" to improve your tests
• Getting the Most out of Testing in Direct Internet Marketing
  • analyzing data from multiple-factor designs to make appropriate business decisions
  • using multivariate analysis of variance (MANOVA) to make appropriate business decisions
  • using analysis of covariance (ANCOVA) to make appropriate business decisions

Referent
This course will be held by Goutam Chakraborty, Ph.D., professor of marketing and founder of the SAS and Oklahoma State University Data Mining Certificate Program.
Dieser Kurs ist Bestandteil folgender Rolle(n):

• Market Researcher

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