Métodos Analíticos e Engenharia de Marketing

Objetivos

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;

Caracterização geral

Código

200188

Créditos

7.5

Professor responsável

Horas

Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês

Pré-requisitos

None.

Bibliografia

Método de ensino

M01: Concepts
M02: Case studies and Exercises
M03: Simulation Game

Método de avaliação

Simulation Game (30%) - Teamwork
Customer Analytics Project (40%) - Group Project
Exam (30%) - Individual (Minimum grade in this assessment: 8 out of 20)

Conteúdo

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
T04: Predictive Analytics
- Methodology
- Instance Based Methods
- Decision Trees
- Regression
- Neural Networks

Cursos

Cursos onde a unidade curricular é leccionada: