Business Information

Marketing Analytics: Syllabus

Dr. J.M.T. Roos

Revised: 18 Jan 2016

Change log

18 Jan Initial version

Introduction

“Marketing Analytics” refers to a broad range of activities, all of which rely on data to improve

managerial decisions. Given the explosion over the past two decades in the amount and types of

data available to even the smallest companies, it is no surprise that spending on marketing analytics

continues to rise.

Marketing analytics encompasses a diverse set of activities, requiring analysts to possess a diverse

set of skills. Although a background in programming and statistics is important, these technical

skills by themselves are not sufficient for success. First, analysts must understand the business

context so that they can sensibly interpret their results. Second, marketing analysts must be able to

clearly and persuasively communicate their insights to managers.

This course will provide many hands-on opportunities to develop and integrate these diverse skills.

In the first half of the course, emphasis will be placed on reinforcing technical skills that were developed in earlier courses (e.g., statistical analysis of data, multiple regression), as well as developing

new ones (e.g., advanced data visualization, demand estimation). In the second half of the course,

the emphasis will be on the application of these skills to solve managerial problems and communicate a recommended course of action.

Learning objectives

•

Understand and explain the intuition behind basic statistical concepts, as well as more advanced topics

•

Manipulate and summarize data using R

•

Draw inferences from data in order to answer questions relevant to marketing managers

•

Use R to graphically represent data and inferences; recognize and evaluate alternative presentation strategies

•

Explain and justify managerial recommendations to non-technical audiences through written

reports

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Course materials

The following materials...