Marketing Analytics

Introduction

Marketing is more data intensive than ever before and the modern marketing manager needs to have a working knowledge of what marketing data looks like, how it can be handled, analyzed, and presented. This class is an introduction to the analysis of marketing relevant data and data-driven decision-making from a business perspective. This course provides students with central knowledge of generating data driven marketing insights. It demonstrates the application of statistical and econometric concepts to marketing problems in the below specified software environments. The students learn to select suitable methods and to implement them on marketing data using relevant software. A central component is the transfer of theoretical knowledge about data analysis methods to practical applications while focusing on business problems rather than on research problems. Another central component is strengthening student’s communication skills with respect to reporting the results of marketing relevant data analyses to support marketing decision-making and strategy recommendations.

Course content

The following gives a brief overview of the topics that will be discussed in the course. This list is tentative and could be subject to change.

• Introduction to marketing analytics
• Managing customer heterogeneity (segmentation, targeting, and positioning)
• Managing customer dynamics (e.g., predictive modelling, customer lifetime value)
• Managing sustainable competitive advantage (e.g., related to brand, offerings, customer relationships)
• Managing resource trade-offs (e.g., resource allocation models, A/B testing)
• Marketing data sources and 3C analysis