Marketing Analytics


At the conclusion of the course, the student should be capable of :

- Using a marketing information system, market research, and statistical techniques to recognize the status of the customer base in terms of customer types, customer value, and customer psychology;

- Suggesting financial and behavioral goals for customer segments or individuals, developing profit-enhancement and loyalty programs to increase the value of each segment or individual, and testing those programs for effectiveness.

General characterization





Responsible teacher

Frederico Miguel Campos Cruz Ribeiro de Jesus


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




William G. Zikmund, Raymond McLeod, and Faye Gilbert: Customer Relationship Management: Integrating Marketing Strategy and Information Technology (Wiley 2003)

Don Peppers and Martha Rogers: Managing Customer Relationships: A Strategic Framework (Wiley, 2004)

David Shepard Associates: The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy, third edition (McGraw-Hill 1999)

Arthur Hughes: Strategic Database Marketing: The Master Plan for Starting and Managing a Customer-Based Marketing Program, second edition (McGraw-Hill 2000)

Teaching method

Theoretical-practical classes and Project work developed during the semester

Evaluation method

Test (35%), Projects (65%), Class Participation (5%)

Subject matter

- Introduction to the curricular unit: the problems of customer relationship management.

- Brief review of customer valuation, data structures, and marketing information systems.

- Customer touch-points, data collection, service quality, and information flow.

- Customer Relationship Strategy: differentiation of customers, goals for customers based on customer value and needs.

- Understanding the customer with customer segmentation tools.

- Theory of customer loyalty: types of loyalty, mediating relationship status constructs (trust, satisfaction, etc.).

- Effects of marketing actions on relationship status: drivers of customer equity.

- Statistical tools for predicting changes in relationship status.

- Developing profit-enhancing and loyalty programs.

- Testing and evaluating loyalty programs.

- Transforming the organization.

- Privacy law and ethics.

- The future of CRM.