Customer Analytics

Catalog description

Provides hands-on skills in using advanced computer-based tools that help in marketing decisions. Topics include sales-call planning, segmentation using cluster analysis, positioning using MDS, new-product design using conjoint analysis, pricing using yield management, etc. Emphasis is placed on conceptualizing the problems as well as their practical solutions. Particularly relevant for the data-rich e-commerce environment (e.g., data mining techniques for marketing decisions). Students gain valuable spreadsheet skills and learn to integrate analysis with marketing intuition. Formerly called ADVANCED TOOLS FOR MARKETING DECISIONS.