Course Description
Customer analytics combines data on customers or potential customers with statistical techniques to develop models of customer behavior and inform marketing decisions. Built around the customer lifecycle, this course emphasizes hands-on analysis of real-world data with leading software tools to address key issues, including customer value, acquisition, development, and retention.
Athena Title
Customer Analytic and Strategy
Prerequisite
(MARK 7100 and ECON(MARK) 4750/6750) or permission of department
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Course Objectives
• To provide a solid foundation in customer-centric marketing • To develop hands-on model building skills using appropriate software tools and packages • To understand the strengths and limitations of different modeling approaches and how to properly interpret, use, and communicate results • To understand how customer databases combined with analytic tools can help accomplish strategic marketing initiatives
Topical Outline
• Customer-Centric Marketing • Customer Data and Privacy • Customer Lifecycle • Customer Economics • Predictive Modeling • Customer Strategy • Ethical Considerations
Syllabus