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Introduction to Marketing Data Analysis

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Course Description

The course is designed to introduce students to tools used in marketing data analytics. Companies have been collecting vast databases to aid them in making sound marketing decisions. Examples include retail scanner panel data which keeps track of customers’ purchase histories, loyalty-program data monitoring purchasing under different promotional environments, social network and online shopping history data. The course uses several marketing data sources to illustrate how to use statistical marketing models to evaluate the impacts of marketing-mix and manage customer lifetime value. The student will also learn fundamental descriptive and inferential statistical techniques, emphasizing both conceptual and technical understanding of data analysis. Topics include, but are not limited to, displaying and summarizing data, measures of central tendency and variability, probability, sampling distributions, hypothesis testing, machine learning, data manipulation and visualisation amongst others.

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