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MBA 营销分析套件

营销分析、品牌与数字营销选修课：实验、归因、营销组合模型、联合分析、细分与聚类、新产品扩散、品牌资产与定价。

第 1 步

学习

  1. MBA Marketing Analytics Elective Course Guide Template

    完整

    Marketing analytics elective: competencies, 12-session roadmap, method map, Northfield mini-case on last-click vs geo test vs MMM, rubric, exam plan

    Little 1970; McFadden 1974; Green and Srinivasan 1978; Bass 1969; Keller 1993; Gupta, Lehmann and Stuart 2004; Shapley 1953

  2. MBA Customer Lifetime Value Card Template

    完整

    Retention-based CLV formulas and timing conventions with Excel, CAC and payback, LTV/CAC, cohort retention curves, RFM scoring, worked examples

    Berger and Nasr 1998; Gupta, Lehmann and Stuart 2004; Fader and Hardie 2007
第 2 步

测量与实验

  1. MBA Marketing Experiments Concept Card Template

    完整

    A/B tests, holdouts and geo experiments, lift, iROAS, sample size and power, SRM check, peeking, CUPED, test plan, Excel formulas

    Rubin (1974); Fisher (1935); Kohavi, Tang and Xu (2020)

  2. MBA Digital Attribution Concept Card Template

    完整

    Last click, first click, linear, time decay, position-based, Shapley and Markov removal effect, attribution versus incrementality, GA4, ATT, Chrome

    Shapley (1953); Anderl et al. (2016); GA4 attribution settings (checked 2026-10-28)

  3. MBA Marketing Mix Modeling Concept Card Template

    完整

    Adstock, saturation, base versus incremental, decomposition, ROI and marginal ROI, holdout validation, experiment calibration, Robyn and Meridian

    Koyck (1954); Broadbent (1979); Jin et al. (2017); Robyn, Meridian (checked 2026-10-28)
第 3 步

模型

  1. MBA Conjoint Analysis Concept Card Template

    完整

    Ratings and choice-based conjoint, part-worths, importance, WTP, multinomial logit in Python, market simulator, profit-maximising price, IIA

    Luce and Tukey 1964; Green and Rao 1971; Green and Srinivasan 1978, 1990; McFadden 1974; Louviere and Woodworth 1983

  2. MBA Segmentation by Cluster Analysis Concept Card Template

    完整

    Post hoc segmentation: standardising, k-means by hand and in Python, Ward, choosing k with WSS and silhouette, stability, profiling, typing tool

    Smith 1956; Ward 1963; MacQueen 1967; Lloyd 1982; Punj and Stewart 1983; Rousseeuw 1987

  3. MBA New Product Diffusion Concept Card Template

    完整

    Bass diffusion beyond the core: peak time and size, innovators vs imitators, LINEST estimation, analogies, generalized Bass, generations, worked examples

    Bass (1969); Mahajan, Muller and Bass (1990); Srinivasan and Mason (1986); Bass, Krishnan and Jain (1994)
第 4 步

品牌与数字营销

  1. MBA Brand Equity Concept Card Template

    完整

    Brand value chain, resonance pyramid, funnel diagnostics, revenue premium, logit brand WTP, relief-from-royalty valuation, extensions and licensing, IAS 38

    Keller (1993); Aaker (1991); Ailawadi, Lehmann and Neslin (2003); IAS 38 and IFRS 3 (dated facts)

  2. MBA Pricing Concept Card Template

    完整

    Markup rule and Lerner index, price discrimination by degree, versioning, bundling, two-part tariffs, EVC, Littlewood booking limits, legal checks

    Lerner (1934); Pigou (1920); Oi (1971); Adams and Yellen (1976); Littlewood (1972)

  3. Brand Guidelines Template

    完整

    Full brand guide: story, values, voice and tone, logo rules, colour palette with WCAG contrast, type, imagery, governance