How should a firm set prices when customers differ in their willingness to pay? Which consumers should be targeted with an offer or advertisement? What is the ROI of a digital ad campaign?
In this course, you will learn how to address these and other questions in modern marketing analytics by combining big data with AI/ML methods. We will use AI agents to reduce the coding burden and focus instead on developing the key skills needed to apply these tools effectively: framing questions appropriately, evaluating the quality of the output, and using the results to guide business decisions.
We will cover a broad range of topics, including demand modeling, customer relationship management, optimal targeting, and digital marketing. Throughout the course, you will work through the full pipeline of a marketing analytics project: processing raw data, applying statistical and machine learning methods, generating predictions, and translating those predictions into concrete marketing decisions. In-class presentations will help you develop the ability to communicate and defend the conclusions of your analyses.
