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Wrapping it up

1. Wrapping it up

Congratulations on completing this course on marketing analytics and Response Models for Marketing Research!

2. What you've learned

You are now familiar with the basic principles and concepts of response models for marketing research. You are now able to build simple linear and nonlinear market response models for sales, explain customer responsiveness to marketing activities by using logistic and PROBIT response models, and to capture the effects of marketing activities using dummy and lagged variables. You have also learned that market response modeling is an iterative process that requires many predictive and model validation checks.

3. Where to go from here?

So, where to go from this course? If you probably missed it DataCamp's marketing analytics track also offers a course on Choice models. If you probably want to know more on the general principles of linear and logistic models DataCamp also offers a course on (Linear) multiple and logistic regression and on Generalized linear models. If you are interested into more advanced models, I highly recommend the DataCamp course on Forecasting using R as well as the book of Franses and Paap on Quantitative Models in Marketing Research.

4. Keep on modeling!

Congratulations again! and Keep on response modeling!