Intro to Marketing Analysis

Catalog description

Introduction to Marketing Analytics will focus on the principles and strategic concepts of marketing analytics. Digital marketing analytics uses digital models and metrics to improve marketing decisions and return on marketing investment (ROMI). Students will analyze current technologies in digital data analytics, automated marketing, database management and CRM, as well as the role of business intelligence based on data in this process. Furthermore, the student will interpret the value of analytics and CRM in uncovering the human element in data and discovering behavioral insights that lead to higher profits. At the core of this class is the application of database marketing and maintaining profitable customer relationships.