The course offers an overview of how leading business organizations use transactional (i.e., sales) and related data to shape their marketing initiatives focused on three core marketing goals: new customer acquisition, current customer retention and marketing mix optimization. The overall focus of the course is on showing how the readily available, diverse data types can be translated into a source of competitively-advantageous, decision-guiding knowledge. While the focus of the course is on utilizing, not deriving data analytical outputs, students will be exposed to commonly used marketing data analytical outcomes (e.g., customer segmentation, customer loyalty/churn models, propensity to purchase or respond models, etc.).