Descriptive Analytics in Marketing
Objectives
Being able to apply an interpret different descriptive methods in different data types.
General characterization
Code
200189
Credits
7.5
Responsible teacher
Ana Beatriz Antunes Afonso
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
n/a
Bibliography
- Hair, J., Anderson, R., Tattham, R. and Black, W., Multivariate Data Analysis, 7th Edition, Prentice Hall, 2019.
- Sharma, Subhash. Applied Multivariate Techniques, Wiley, 1996.
- Vilares, M. J., Coelho, P., A Satisfação e a Lealdade do Cliente. Metodologias de Avaliação, Gestão e Análise, 2ª Edição, Escolar Editora, 2011.
Teaching method
Presentation of the methods followed by real-life examples and exercises. Execution of a project with the application of descriptive techniques in real data.
Evaluation method
Project 50% + Exam 50%
Subject matter
- Introduction. Types of data and measurement
- Covariance and correlation
- Factor analysis
- Association between categorical variables
- Correspondence analysis
- Cluster analysis
- Multidimensional scaling
Programs
Programs where the course is taught:
- Specialization in Data Science for Marketing
- Specialization in Digital Marketing and Analytics
- Specialization in Marketing Intelligence
- Specialization in Marketing Research and CRM
- Laboral - Especialização em Data Science for Marketing
- Specialization in Digital Marketing and Analytics
- Specialization in Marketing Intelligence
- Master Degree in Data Driven Marketing
- PostGraduate in Data Science for Marketing
- PostGraduate Digital Marketing and Analytics
- PostGraduate Marketing Research e CRM
- PostGraduate in Marketing Intelligence
- PostGraduate in Enterprise Information Systems