Mktg 462 Marketing Analytics

Designed to introduce fundamental marketing analytic concepts and best practices to support operational, organizational, and marketing decision making.  Analytic tools applied to secondary data which includes consumer spending patterns (i.e. dollars spent, frequency of purchase and products/services purchased), market data (i.e. data captured at the point of sale), and/or individual data in response to marketing offers online (i.e. email or web advertisements) or in-store.  This course will emphasize the analysis and modeling of customer information as a means of building and managing customer relationships and developing marketing strategy.