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COMMERCE 4MI3

MARKETING ANALYTICS

Undergraduate

Winter 2025

Topics

  • marketing analytics
  • decision making
  • equity
  • R programming
  • prediction
  • multiple regression
  • regression
  • forecasting
  • segmentation
  • classification
  • machine learning
  • marketing strategy

Readings

  • R for Marketing Research and Analytics
    Chris Chapman; Elea McDonnell Feit · 2nd · unspecified
  • Marketing Metrics: The Manager's Guide to Measuring Marketing Performance
    Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein · 3rd · unspecified
  • Marketing Analytics: Based on First Principles
    Robert W. Palmatier; J. Andrew Petersen; Frank Germann · 1st · unspecified
Sources