Marketing Analytics

Marketing Analytics
Key issues in using data and analytical techniques to identify marketing insights from business data.
BUS M
440
 Hours3.0 Credit, 3.0 Lecture, 0.0 Lab
 PrerequisitesBUS M 241; Major status.
 TaughtFall
Course Outcomes

Data

Wrangle and explore data.

R

Program in R.

Survey Data

Analyze survey data using statistical tests.

Consumer Observational Data

Model consumer observational data with regression.

Market Structure

Identify market structure using principal component analysis.

Consumers

Employ clustering techniques to segment consumers.

Text

Scrape, clean, and analyze text.

Results

Communicate results in terms of marketing insights.