Course description

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
  5. Spatial models

Learning outcome knowledge

  • Develop an understanding of relevant applications of analytics in marketing;
  • Know how to use statistical tools to evaluate the impacts of marketing decisions on relevant outcome variables like revenues, profits or customer lifetime value;
  • Understand which analytical tools are used for which marketing problems;
  • Gain an understanding of the data requirements and limitations of different marketing analytical tools.

Exam organisation

  • Written assignment: 20%
  • Written assignment: 20%
  • Written exam: 60%