MARKETING ANALYTICS COURSE SERIES

Introduction to Marketing Analytics

All marketing professionals, whether management, business analysts, or statistical analysts, need to understand the data available to them and how to most effectively make use of it. In this course, we discuss the basic elements of performing quantitative analysis and modeling for marketing and customer relationship management. The course develops an understanding of the data available to marketers and its uses and limitations, describes common and advanced methods for measuring performance of marketing efforts through metrics, experimentation, and dashboards, and introduces modeling techniques useful for predicting customer behavior and optimizing marketing efforts. 2 days.

Advanced Modeling Techniques for Marketing

This course is for those who design and build both simple and complex statistical models to support marketing and customer relationship management. We will discuss common and advanced state-of-the-art techniques for modeling and predicting customer behavior, lifetime value, acquisition response, next-product purchase, churn probability, win-back following defection, and more. The sequence of the course will follow the "modeling lifecycle" introduced in Introduction to Marketing Analytics, with a focus on developing and implementing the many statistical models used in marketing. The content will help stimulate ideas for designing marketing models, building both simple and advanced models, improving their performance, and better understanding customer behavior. 2 days.