Marketing Engineering and Analytics
Objectives
- Understand and discuss the concept of marketing analytics;
- 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
Frederico Miguel Campos Cruz Ribeiro de Jesus
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
- Cesim (2021) SimBrand: Marketing Management Simulation. Cesim, Finland.
- Linoff, Gordon & Berry, Michael (2011). Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management. Wiley.
- Hair, J. F., Babin, B. J., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. Cengage.
Teaching method
This course will be leaded by theoretical and practical classes, and an applied developed group project.
Evaluation method
- Customer Analytics Project (40%) ¿ Group Project
- Exam (60%) ¿ Individual
Notes:
- Minimum passing overall grade: 10 out of 20 points
- Minimum grade for each item (cut-off point): 8 out of 20 points.
- Customer Analytics Project¿ need to be performed during the semester in teams/groups and are not eligible for Resit Exam. Only Exam (60%) can have a second attempt.
Subject matter
- Data preprocessing
- Preparing the customer signature
- Exploring the variables
- Summarizing transactional variables
- Deriving new variables
- Missing values
- Outliers
- 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
- Predictive Analytics
- Methodology
- Instance Based Methods
- Decision Trees
- Regression
- Neural Networks
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