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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.