Prerequisite: MET AD 571. Become familiar with the foundations of modern marketing analytics and develop your ability to select, apply, and interpret readily available data on customer purchase behavior, new customer acquisition, current customer retention, and marketing mix optimization. This course explores techniques to support the managerial decision-making process and skills in using state-of-the-art statistical and analytics tools. Students will gain a basic understanding of how transaction and descriptive data are used to construct customer segmentation schemas, build and calibrate predictive machine learning models, and quantify the incremental impact of specific marketing actions. Python and Tableau are used in this course. No prior Python experience is required.

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