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This course explores common analytics methods used by marketers such as audience segmentation, clustering and marketing mix modeling. . You'll explore how to use linear regression for marketing planning and forecasting, and how to assess advertising effectiveness through experiments. By the end of this course you will be able to: • Understand your audience using analytics and variable descriptions • Define a target audience using segmentation with K-means clustering • Use historical data to plan your marketing across different channels • Use linear regression to forecast marketing outcomes • Describe marketing mix modeling and apply different attribution models • Assess advertising effectiveness • Explain how A/B testing works and how you can use it to optimize ads • Evaluate experiment results and assess the strength of the experiment • Optimize your sales funnel This course is for people who want to learn how to plan, forecast and optimize marketing efforts using marketing mix modeling, attribution models and A/B tests.