Specifically designed for Economists, this course will enable students to use analytics to improve marketing performance and lead marketing efforts. Students will be able to answer key questions such as: How to design the appropriate metrics and analytics to monitor/improve marketing efforts? How can I measure my various marketing programs' impact on revenue and profit? How can I clearly define the business problem? How can I better understand the company's goals? How can I communicate insights, not just facts? Which are all the relevant drivers (e.g., marketing and environmental factors) and outcomes (e.g., purchase funnel metrics) and how do they work in marketing? Which tool, of the many available, is best for which problem? In studying a range of firms across a range of contexts and industries, the course builds on recent advances in industrial organization and organizational economics. We use a number of cases and real life examples/simulations to discuss each of the points presented in the course. As such, the course ultimately is designed to focus on the essential topics and problems of Marketing Analytics as experienced by business managers in real life situations. Ultimately, the course will emphasize two kinds of skills: Analytical skills, which are required for Marketing Analytics; and "soft" (i.e., leadership) skills, which are required for implementation. The course will begin with the analytical skills and then move on to implementation issues.
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