Marketing Analytics
Objectives
This course will equip students to think about marketing problems in an analytic rigorous perspective using statistical tools to conduct quantitative marketing analysis. It helps managers to take a data driven approach to solve marketing problems. We will cover some of the most common marketing techniques including models for customer value, segmentation, targeting, search analytics and paid advertising.
General characterization
Code
2493
Credits
3,5
Responsible teacher
Carlos Daniel Santos
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
Pre-requisites: Statistics
Bibliography
Hair, Black, Babin, Anderson, Tatham, Multivariate Data Analysis, Prentice Hall Lilien, Rangaswamy, de Bruyn, Principles of Marketing Engineering and Analytics
Teaching method
Applied lectures with empirical case studies and student field work
Evaluation method
Final Exam (50%)
Assignments (50%)
Subject matter
1. Analytics in Marketing.
2. Data Analysis and Preparation (+SPSS).
3. Customer lifetime value.
4. Segmentation.
5. Targeting.
6. Search analytics and paid advertising.
Programs
Programs where the course is taught: