L.MAA 560 - Marketing Analytics

Credits: 3

Marketing remains a branch of business as well as a social science, and is often characterized by the “4 Ps” of product, place, promotion, and price, and has been extended in many contexts to include people, packaging, and positioning. Each of these Ps is a candidate for improvement through the use of analytics. In Marketing Analytics, we consider the analytics of:

Pricing, Forecasting Sales
Understanding Customer Demand
Customer Value
Market Segmentation
Retailing
Advertising
Market Research Tools
Internet and Social Marketing.

Topics include but are not limited to Price Bundling, Willingness to Pay, Profile Conjoint Analysis, Discrete Choice Analysis, Value Templates, Clustering and Collaborative Filtering, Bass Diffusion Models, Market Basket Analysis, Pay-per-Click Advertising, Principal Components Analysis, Measuring Nodes and Links, Network Contagion, and Viral Marketing Models.

Prerequisite: None
Co-requisite: None