MARKETING ANALYSIS FOR DATA DECISION MAKING

Catalog description

This course introduces students to methods for analyzing data residing in firms' customer databases. The first half of the course focuses on descriptive and financial tools. We will discuss ways to profile customer segments based on their profitability to the firm, estimate individual customers' lifetime value, and see how this value can be altered by promotional efforts. We will review all necessary statistical concepts and learn how to use the software package SPSS to conduct a variety of marketing analyses using actual customer databases. The second half of the course focuses on building models to predict customer response, such as predicting whether a customer will respond to a particular marketing offer (e.g., direct mailing). We will also discuss how to use Tableau to visualize your data.