MKTG 6600 - Marketing Analytics

This course examines how data and analytics can be used to improve marketing decisions. Students learn to build predictive models in order to help make decisions about market segmentation, targeted advertising, customer profitability and lifetime value, new product design, product positioning; pricing, and allocation or marketing mix expenditures. Specifically, the course will utilize many quantitative analysis techniques such as: logit models, visualization, A/B testing, conjoint analysis, and marketing mix response models to examine marketing decision making.