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Value-Based Bidding
Value-based bidding is a set of automated bid strategies that use the predicted or actual monetary value of a conversion to adjust your bids in real time.
- Explain the core principles of value-based bidding and contr...
- Implement conversion tracking with custom values to capture...
- +6 more outcomes
Inventory Quality and Brand Safety
Inventory quality and brand safety is a discipline within digital advertising that assesses the value, legitimacy, and contextual appropriateness of ad placements.
- Analyze digital advertising inventory fundamentals to identi...
- Evaluate ad fraud and invalid traffic detection techniques t...
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Measuring Price Elasticity of Demand
Price elasticity of demand is a core economic concept that quantifies the responsiveness of quantity demanded to a change in price, expressed as a ratio of percentage cha...
- Define price elasticity of demand and distinguish between el...
- Calculate price elasticity using both midpoint and point met...
- +6 more outcomes
Van Westendorp Price Sensitivity
Van Westendorp Price Sensitivity is a market research methodology used to determine consumers' price perceptions and acceptable price ranges for a product or service.
- Analyze the theoretical foundations of price sensitivity and...
- Apply the Van Westendorp method to define the four price poi...
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Conjoint Analysis
Conjoint analysis is a survey-based statistical technique used to measure how consumers value the different attributes of a product or service.
- Design a conjoint study by defining relevant attributes and...
- Construct an efficient experimental design using orthogonal...
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Tiered Pricing Architecture
Tiered pricing architecture is the deliberate design of multiple price points for a product or service, each offering a distinct combination of features, usage limits, or...
- Analyze customer segments to identify value metrics that dri...
- Design a tier structure that aligns with customer willingnes...
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Discount Depth and Brand Erosion
Discount depth refers to the magnitude of price reduction offered to consumers, often expressed as a percentage off the regular price, while brand erosion is the gradual...
- Analyze the relationship between discount depth and brand eq...
- Apply consumer psychology principles to predict how differen...
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Willingness-to-Pay Research
Willingness-to-pay (WTP) research is a branch of applied economics and market research that seeks to quantify the maximum amount a consumer or stakeholder would pay for a...
- Analyze the theoretical foundations of willingness-to-pay an...
- Design a contingent valuation survey to elicit willingness-t...
- +6 more outcomes
Bundling and Cross-Sell Economics
Bundling and cross-sell economics is the study of how firms combine multiple products or services into a single offer (bundling) and how they encourage customers to purch...
- Analyze the economic principles underlying bundling and cros...
- Apply consumer psychology theories to design bundle offers t...
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Ethical Limits of Dynamic Pricing
Ethical limits of dynamic pricing is the study of where algorithm-driven price variation crosses from legitimate revenue optimization into unfair, discriminatory, or dece...
- Analyze the fundamental components and operational mechanism...
- Evaluate the business rationale for dynamic pricing, includi...
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Cohort Payback Analysis
Cohort payback analysis is a quantitative method that groups customers by their acquisition period (cohort) and tracks cumulative gross margin or contribution margin over...
- Define cohort analysis and explain its role in tracking cust...
- Calculate customer acquisition cost (CAC) from total marketi...
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Survival Analysis for Churn Prediction
Survival analysis is a branch of statistics focused on modeling the time until an event of interest occurs, such as customer churn, equipment failure, or patient recovery...
- Analyze the churn data as a time-to-event problem, effective...
- Interpret survival and hazard functions, apply Kaplan-Meier...
- +6 more outcomes
Propensity Scoring Models
Propensity scoring is a statistical and machine learning methodology used to estimate the probability that an individual, customer, or entity will perform a specific acti...
- Analyze key propensity scoring concepts and applications to...
- Design clear data requirements and target definitions for ef...
- +6 more outcomes
Subscription Cohort Economics
Subscription Cohort Economics is the discipline of analyzing groups of customers who share a common acquisition period or characteristic, tracking their behavior over tim...
- Define subscription cohorts and articulate why cohort analys...
- Build cohort tables and compute core metrics such as retenti...
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Negative Churn and Expansion Revenue
Negative churn is a financial and operational concept where the additional revenue generated from existing customers—through upsells, cross-sells, price increases, or usa...
- Analyze the foundational concepts of negative churn to expla...
- Calculate key metrics like net revenue retention and gross c...
- +6 more outcomes