Customer Analytics

4 credits

Marketers use empirical models to determine, support, and evaluate a wide range of business decisions. This course covers models and estimation techniques commonly used for understanding segmentation, targeting, and positioning; product diffusion; advertising response, among other topics. Recommended preparation: ECON 120A. Familiarity with R will be assumed. Prerequisites: upper-division standing and BENG 100 or COGS 14B or ECE 109 or ECON 120A or MAE 108 or MATH 11 or MATH 180A or MATH 183 or MATH 186 or MGT 3 or PSYC 60 or SIO 187.