Harnessing Data Science to Solve Marketing and Communications Problems

Catalog description

Big data has far-reaching implications for every business, and the effective application of data to problem-solving and growth requires executives who can ‘translate’ from the syntax and grammar of data to the language of business. This course examines the process of data collection, analysis and modeling, enabling students to build better customer insights and extract the greatest value from the data a company has access to. Students build a working knowledge of the relevant sources of data, tools for the aggregation and analysis of data, and the statistical approaches to exploring the data and building predictive models. Students identify approaches to enable them to build analytically-driven teams and to foster an analytical culture that uses and applies data effectively and ethically, and to provide a platform to collaborate effectively with data science teams.