Management & Marketing Databases and Analytics

Catalog description

The two major focuses in the class are Data Mining and Metrics. Database marketing has expanded with the increased availability of sources of consumer information, list creation and newer research methodologies like Clementine and Answer Tree. Data mining methodologies will be used to extract relationships from among the data variables yielding new insights into consumer behavior. Metrics would focus on how companies measure the effectiveness of their communications in the B to B and B to C environment. Focus would be on the variety of measurement tools and their efficacy in the business environment. Prerequisite: MKTG 201 , MKTG 303 .