Marketing Analytics

This course provides an introduction to data analytics as it is used in Marketing. Students will learn how to use various information systems and software tools to collect and analyze data and create infographics for marketing decision support including: search engine optimization, multimedia optimization, ad revenue optimization, social media, e-mail and ad campaign optimization. Students will also learn the basics of regression analysis and how neural networks and several different machine learning techniques are applied in price prediction modeling, customer satisfaction analysis, campaign analysis, market segmentation analysis, and market basket analysis.

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