Marketing Engineering and Analytics
Objectives
- Understand analytics behind managing and marketing brands based on thorough marketing research and analysis leading to decision making
- Understand and discuss the concept of marketing analytics;
- Argue the relevancy of a customer analytics strategy given a specific business environment and industry;
- Understand the steps from an operational information system to an analytical base table;
- Perform customers¿ segmentation;
- Develop predictive models for, e.g., next-best offer, cross-sell and up-sell campaigns and churn;
General characterization
Code
200188
Credits
7.5
Responsible teacher
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
None.
Bibliography
Teaching method
- M01: Concepts
- M02: Case studies and Exercises
- M03: Simulation Game
Evaluation method
- Simulation Game (30%) - Teamwork
- Customer Analytics Project (40%) - Group Project
- Exam (30%) - Individual (Minimum grade in this assessment: 8 out of 20)
Subject matter
- T01: Marketing Management Simulation
- Marketing Research
- Decision Making Process
- International Marketing
- B2C and B2B target segments
- Features and design choices
- Marketing communications
- R&D investments
- T02: Data preprocessing
- Preparing the customer signature
- Exploring the variables
- Summarizing transactional variables
- Deriving new variables
- Missing values
- Outliers
- T03: Customer Segmentation
- A-priori approach
- Cohort Analysis
- Quintile-based analysis
- RFM
- Hierarchical and Non-Hierarchical Methods
- Hierarchical Clustering Algorithms
- K-Means Algorithm
- A-priori approach
- T04: Predictive Analytics
- Methodology
- Instance Based Methods
- Decision Trees
- Regression
- Neural Networks
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Especialização em Data Science for Marketing
- Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Specialization in Marketing Intelligence
- Especialização em Marketing Intelligence
- Specialization in Marketing Research and CRM
- Especialização em Marketing Research e CRM
- Laboral - Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Specialization in Marketing Intelligence - Working Hours Format
- Laboral - Especialização em Marketing Intelligence
- Mestrado em Data-Driven Marketing
- PostGraduate in Data Science for Marketing
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Marketing Intelligence
- PostGraduate Marketing Research e CRM