MKT 641 - Advanced Customer Data Analytics

(3 Credits)

This course introduces students to advanced customer data analytic methods for analyzing data residing in firms’ customer databases. These analytic methods are employed to improve outcomes, particularly those related to the acquisition, retention, and development of customers. Importantly, these tools may be used both to evaluate the effectiveness of previous marketing campaigns and shape the development of future campaigns. Such analytic tools are essential to modern marketing practice.

The advanced level of this course focuses on building models to predict customer response, such as predicting whether a customer will respond to a particular marketing offer (e.g., direct mailing). There are different methods for building predictive models ranging from very simple to very sophisticated. Students will acquire the skills necessary to construct various types of predictive models using the information residing in customer databases.

Prerequisite(s): MKT 615 & MKT 640