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vimeo.com/.../722088672

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    In an earlier module,
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    we discussed the more common
    analytic methodologies used in business.
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    Remember that most business problems
    are solved using
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    correlation methodologies.
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    Within the correlation methodologies,
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    you'll most often bumped
    into testing and regression.
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    While testing exposes
    the causal relationship between changes
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    in a particular variable
    and the outcome.
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    With fixed variables,
    regression is used to find correlations,
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    on average, between different variables.
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    We'll take a deeper dive
    into both testing and regression,
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    explaining the what and the how,
    while focusing on important complications
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    such as confounding variables, control
    variables, and significance.
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    The most important part of this module
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    is learning how to set up a good test.
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    As marketers, we are responsible
    for explaining the return on the money
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    we are spending.
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    We also have to understand
    the right mix of media,
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    and stay ahead of trends and new ways
    to reach consumers.
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    A solid testing methodology enables
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    easy comparison and constant innovation.
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    As your assignment,
    you'll be asked to answer
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    the questions
    for a sample media mix analysis.
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    The analysis will show
    the impact of different forms of media,
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    and you will answer questions
    about media performance,
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    finally recommending a new media strategy.
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    Good luck.
Title:
vimeo.com/.../722088672
Video Language:
English
Duration:
01:36

English subtitles

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