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In today’s world, businesses are run on data-driven decision-making. Businesses know that developing profitable business strategies, product innovations, and communication campaigns depends on the data a business collects. To unlock the insights contained in the data, businesses need employees who are able to analyze, understand and explain data. The goal of this course is to provide you with the skills to analyze data and articulate the results to both technical and non-technical marketing audiences. Special emphasis will be put on the implications of data analysis for marketing plans and strategies.

Traditional marketing analytics courses focus purely on the measures and metrics frequently used in the industry. However, this approach fails to acknowledge that marketing analytics is inherently tied to consumer behavior. If it weren’t for consumers, what would we be measuring? This course will focus its attention on the way marketing analytics are created and used to measure emerging consumer behaviors at the forefront of marketing. This will prepare you for employers working to capture newer metrics that have yet to make it into the textbooks of marketing.

The following is a detailed list of topics that we’ll cover over the course of this semester. However, please note that these these topics may be amended with student input during the term. Please feel free to advocate for your education and your interests by sharing with me those things you’d like to learn.

1-Jun What is Marketing Analytics

3-Jun What is R / Learning Basic Data Types

8-Jun Learning Data Viz in R

10-Jun Learning Basic Stats in R

15-Jun Writing Market Research Surveys

17-Jun Analyzing Market Research Data

22-Jun Learning About Google Ad Metrics

24-Jun Learning About Facebook Ad Metrics

29-Jun Website Analytics

1-July Search Ranking For Website

6-July Product Bundles And Product Recommendations

8-July Deriving customer LTV from data

13-July Learning Text Analytics

15-July Learning Network Analysis

20-July Learning Key Driver Analyses

22-July Learning Conjoint

27-July Learning TURF Analysis

29-July Learning Pricing Analysis

3-Aug Learning To Use Shiny Dashboards

5-Aug Group Work On Creating A Shiny Dashboard