Marketing Analytics

What it is about

You will receive a practice-oriented introduction to Marketing Analytics and you will learn to apply analytical models to marketing questions. In the end you will be able to select appropriate data requirements and methods, analyze marketing data with R, and derive strategic recommendations from the results.

What you will be able to do

• Assess business problems and determine relevant data requirements
• Select suitable analytical techniques to solve marketing problems
• Apply important Marketing Analytics models
• Analyze marketing data and extract meaningful patterns
• Derive strategic recommendations from analyses
• Evaluate ethical implications of the applied decision approaches

What the module consists of

• Interactive lecture with integrated practiceprovides theory and enables direct practical application in exercises with R

Teaching method

• Interactive lecture with integrated practiceconnects theoretical content with practical, hands-on exercises for applying the models in real time