Customer Analytics

1.5 Credits · Level: Graduate

MARK 588: Customer Analytics This course provides an introduction to the methods employed in customer-centric anlaytics and the resulting applications. The objective is to expose you to techniques designed for analyzing behavior at the level of the customer and to examine the implications of the resulting insights on marketing strategies. By the end of the course, you should be able to: - Frame marketing problems in terms of the behavior of individual customers - Link customers' expected behavior to marketing metrics - Estimate "simple" models to predict customers' future behavior and discuss more advanced formulations - Understand the value-added of customer-centric analyses compared to "standard" approaches