This course aims to cover topics in marketing analytics, an area that remains the decision enabler of utmost importance for many of the offline and online companies’ marketing and merchandising divisions. The objective of the course is to give students a general understanding of this vital area in marketing while demonstrating critical application areas in online and offline marketing channels. The course will have mainly a hands-on approach - guided by the principles - to problems faced by companies daily. There are three components of any corporate analytics project: 1. Data 2. Model 3. Delivery, accordingly, the course will have lectures complemented with demonstrations of various techniques and projects
This course aims to cover topics in marketing analytics, an area that remains the decision enabler of utmost importance for many of the offline and online companies’ marketing and merchandising divisions. The objective of the course is to give students a general understanding of this vital area in marketing while demonstrating critical application areas in online and offline marketing channels. The course will have mainly a hands-on approach - guided by the principles - to problems faced by companies daily. There are three components of any corporate analytics project: 1. Data 2. Model 3. Delivery, accordingly, the course will have lectures complemented with demonstrations of various techniques and projects