Marketing Analytics

It has become increasingly important to know how marketing actions translate into revenue and profit growth. The tools that enable this translation are part of a toolkit called “marketing analytics.” Marketing analytics is a technology-enabled and model-supported approach to harness customer and market data to enhance marketing decision-making. This subject provides students with (i) knowledge of marketing analytics, (ii) the ability to know which analytics tools and solutions to use for which marketing problems, (iii) the ability to assess tools and solutions that address marketing problems, and (iv) the ability to influence marketing outcomes such as satisfaction, choice, loyalty, word of mouth, and customer referrals.