Marketing has evolved beyond being regarded mainly as an art into a science. Today’s marketing requires using quantitative data to inform and make marketing decisions. While data is often readily available or economical to collect, firms often lack the necessary analytical and managerial expertise to use this data effectively. This course aims to provide students with the expertise required to implement and participate in customer analytics efforts in the workplace. It employs a hands-on approach, working through data case studies using the statistical program R. The course will cover a variety of quantitative approaches, including, regression analysis, multidimensional scaling, principal component and factor analyses, clustering and classification, and choice-based conjoint analysis.
- Instructor: Narine Yegoryan