Marketing

MANG6230

Data Driven Marketing

Level: M Semester 1

Module Coordinator: Dr Christophe Mues Email: Prerequisites: Co-requisites: None None cm1@soton.ac.uk Room: 3009

Aims of the Module To introduce you to the key concepts of data driven marketing in the marketing discipline and how data driven analytics can build customer knowledge that can be assessed and used effectively in the business environment within which marketers now operate. Learning Outcomes Knowledge and Understanding Having successfully completed the module, you will be able to: 1. Recognise the potential of business intelligence (BI), predictive analytics and data mining for gaining actionable customer insights and supporting marketing decisions; 2. Identify and explain the different stages and activities of the knowledge discovery in databases (KDD) process (from pre-processing to post-processing); 3. Develop an understanding of various possible sources of customer/campaign data and how data is stored, and appreciate the importance of data quality and data integration in delivering effective analytics; 4. Discuss common modelling tasks and types of techniques used in analytical CRM and e-CRM, web analytics and campaign management. Subject Specific Intellectual (Cognitive) Skills Having successfully completed the module, you will be able to: 5. Make informed decisions on how to gather, pre-process and integrate data from various sources, and understand the practical difficulties and other issues involved; 6. Explore and visualise data for decision making; 7. Identify suitable approaches for a range of analytics tasks; 8. Discuss the different types of software tools that are relevant to data-driven marketing and understand the basics of how to apply them; 9. Understand how to develop (predictive or descriptive) analytics models and apply them to marketing decision making. Transferable (Key/General) Skills 10. Manage time and tasks effectively in the context of individual study and team...