Course Objectives

• To understand the fundamentals of marketing analytics
• To differentiate different marketing metrics
• To compute customer lifetime value
• To perform marketing experiments
• To use regression analysis to perform marketing analytics

UNIT I The Marketing Process

Transformational role of analytics-Data-Why Marketing Analytics? -Introduction to the Marketing Process-Strategic Challenge- Marketing Strategy with Data-Using Text Analytics-Utilizing Data to Improve Marketing Strategy- Improving the Marketing Process with Analytics.

UNIT II Metrics for Measuring Brand Assets

Introduction to Metrics for Measuring Brand Assets-Snapple and Brand Value-Developing Brand Personality-Brand Personality-Developing Brand Architecture-Brand Architecture-Measuring Brand Value-Measuring Brand Value: Key Points-Revenue Premium as a Measure of Brand Equity-Calculating Brand Value- Measuring Brand Value

UNIT III Customer Lifetime Value

Customer Lifetime Value (CLV)-Customer Lifetime Value-Calculating CLV-Understanding the CLV Formula-Applying the CLV Formula-Extending the CLV Formula-Extending the CLV Formula-Using CLV to Make Decisions-CLV: A Forward-Looking Measure.

UNIT IV Marketing Experiments

Determining Cause and Effect through Experiments-Designing Basic Experiments-Designing Before - After Experiments-Designing Full Factorial Web Experiments-Designing an Experiment-Analyzing an Experiment-Analyzing an Experiment-Calculating Projected Lift-Pitfalls of Marketing Experiments-Maximizing Effectiveness: Nanoblocks.

UNIT V Regression Basics

Using Regression Analysis-What Regressions Reveal-Interpreting Regression Outputs-Multivariable Regressions-Omitted Variable Bias-Using Price Elasticity to Evaluate Marketing-Understanding Log-Log Models-Marketing Mix Models

Learning Resources

• Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python (FT Press Analytics) 1st Edition, Thomas W.Miller.
• Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders (FT Press Analytics) 1st Edition, Kindle Edition by Cesar Brea.
• Marketing Analytics: Optimize Your Business with Data Science in R, Python, and SQL Kindle Edition by Dave Jacobs.
• Marketing Analytics Kindle Edition by Stephan Sorger.