Applying Data Analytics in Marketing

This course introduces students to marketing analytics as a data-driven approach to solving real-world marketing problems. It covers four key areas: causal analysis (identifying cause-and-effect in marketing interventions), predictive modeling and AI (forecasting customer behaviors using machine learning), social media analysis (extracting insights from online consumer interactions through text and network analysis), and consumer demand and preference analysis (estimating preferences, demand, an

• Design experiments and apply quasi-experimental methods for marketing impact
• Use machine learning and AI to forecast customer behavior
• Analyze consumer sentiment through text and network analysis
• Estimate demand preferences and customer lifetime value