Marketing Analytics

Start Date: 09/15/2019

Course Type: Common Course

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Course Syllabus

Welcome! We'll start with an overview of the marketing process and the transformational role of analytics. Then we'll walk through a case study. Ever heard of Airbnb? They're a powerhouse of the online community marketplace matching travelers to hosts. You'll see how they use analytics and the surprising results of their analyses.

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Course Introduction

Organizations large and small are inundated with data about consumer choices. But that wealth of inf

Course Tag

Marketing Experiments Customer Lifetime Value Regression Analysis Marketing Analytics Brand Equity

Related Wiki Topic

Article Example
IESEG School of Management • IÉSEG Center for marketing Analytics (ICMA): The IÉSEG Center for marketing Analytics (ICMA) is a research group that aims to establish durable research collaborations between academics active in research in the field of marketing analytics, including database marketing, customer intelligence, digital analytics or analytical CRM, and businesses in need of solutions related to one of these topics.
CVidya In 2013 cVidya added big data analytics capabilities and a marketing analytics suite.
Inbound marketing automation Marketing automation, in the context of inbound marketing, includes the automation of marketing analytics, reputation management or social media monitoring, email marketing, sales lead generation and sales lead management, and other regular marketing activities.
Goizueta Business School The Marketing Analytics Center provides a forum for students, faculty, and industry representatives to share the latest decision making tools in the field of marketing analytics. The center hosts an annual conference.
Nielsen Holdings In August 2011, Nielsen acquired Marketing Analytics, Inc. The acquisition strengthened Nielsen's marketing ROI and marketing mix capabilities.
Website tracking Today, there is sophisticated visitor oriented marketing analytics tools. We can list:
Marketing activation Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
HP Information Management Software HP Autonomy's Marketing Optimization solutions include contact center management, marketing analytics, rich media management, Web experience management, Web optimization and search engine marketing.
AppsFlyer AppsFlyer is a SaaS mobile marketing analytics and attribution platform, based out of Herzliya, Israel, with offices around the world.
PivotLink The PivotLink management team is made up of personnel from the SaaS Marketing Analytics, Business Intelligence and Data Warehousing industries.
Veda (company) Veda is the largest credit reference agency in Australia and New Zealand. It provides credit reporting, credit scoring, and marketing analytics services.
Evidon, Inc. Evidon (formerly Ghostery, Inc. and The Better Advertising Project) is a New York City-based company dealing in enterprise marketing analytics and compliance services.
Mergermarket In September 2007, The Mergermarket Group acquired Infinata, an information solutions and marketing analytics provider to the global financial service, life science, and high technology industries.
Database marketing Kestnbaum collaborated with Shaw in the 1980s on several landmark online marketing database developments - for BT (20 million customers), BA (10 million) and Barclays (13 million). Shaw incorporated new features into the Kestnbaum approach, including telephone and field sales channel automation, contact strategy optimisation, campaign management and co-ordination, marketing resource management, marketing accountability and marketing analytics. The designs of these systems have been widely copied subsequently and incorporated into CRM and MRM packages in the 1990s and later. In October 2014, Salesforce announced the development of its Customer Success Platform to tie together Salesforce's services, including sales, service, marketing, analytics, community, and mobile apps.
Master of Science in Marketing The Master of Science in Marketing (or MS Marketing) is a graduate degree that prepares the student to work in middle-management-and-above marketing positions. The specific field within marketing will depend on the student, their program, and the firm with which they will work. Fields may include brand management, digital marketing, integrated marketing communication, marketing analytics and research, marketing strategy, pricing strategy and many others.
CVidya cVidya Networks is a provider of big data analytics products for communications and digital service providers. cVidya’s market includes business protection and business growth, including revenue assurance, fraud management, marketing analytics and data monetization.
Analytics Organizations may apply analytics to business data to describe, predict, and improve business performance. Specifically, areas within analytics include predictive analytics, prescriptive analytics, enterprise decision management, retail analytics, store assortment and stock-keeping unit optimization, marketing optimization and marketing mix modeling, web analytics, sales force sizing and optimization, price and promotion modeling, predictive science, credit risk analysis, and fraud analytics. Since analytics can require extensive computation (see big data), the algorithms and software used for analytics harness the most current methods in computer science, statistics, and mathematics.
Moz (marketing software) Moz is a software as a service (SaaS) company based in Seattle, Washington, U.S., that sells inbound marketing and marketing analytics software subscriptions. It was founded by Rand Fishkin and Gillian Muessig in 2004 as a consulting firm and shifted to SEO software development in 2008. The company hosts a website that includes an online community of more than one million globally based digital marketers and marketing related tools.
Marketing performance measurement Marketing analytics is used to create models to understand, monitor, and predict customer behavior, such as likelihood to defect or predisposition to purchase. It can help managers quantify performance, make and optimize channel and mix decisions, or understand the impact of a campaign on a sales list.