Marketing Analytics – this phrase encompasses everything from using customer data to develop a new product, to using census data to segment your market, to using Twitter posts to analyze consumer tastes and trends. This course will (1) provide the foundation to use statistical models to analyze customer data and provide recommendations to managers in firms and (2) provide an introduction to most of the marketing analytics tools being used in the industry today, with a focus on digital marketing analytics.
The course is a hybrid course. We will meet once a week in the class, face to face (F2F), the remaining time (50%) spent in material and assessment online. There will be online content (videos, articles) that students will go through in their own, as well as case studies which will be available online. The course will use blackboard and Dropbox for the online material, and excel and excel plug ins for solving the models.