Marketing Analytics

Introduction

Due to technological developments and the proliferation of high-quality data, marketing is becoming an increasingly quantitative profession. This means that marketing professionals should not only be creative, they also must have a solid background in marketing analytical tools in order to make sense of all the available data. This course aims to cover topics in marketing analytics, an area that is of utmost importance for the development of sound marketing strategies and tactics. It will be particularly useful for students who want to pursue a career in quantitative marketing and marketing consulting.

Course content

Topics covered in this course include:

1. Model specification, estimation, validation and use
2. Market response models
3. Choice models
4. Customer base analysis, including latent-attrition models