This course focuses on aspects related to using data analytic tools for making strategic marketing decisions. In particular, the course will be set in the backdrop of digital businesses, and organizations that are technology intensive in their product development or customer engagement processes. The course aims to develop an understanding of how digital and technology firms can harness data to a) understand consumer insights; and to b) develop competitive marketing strategies. To that extent, the course will highlight key consumer behavioral theories and leverage data gathered from consumers' digital footprints to develop consumer centric strategies.
Strategic Marketing Analytics will be relevant to students aspiring for careers in consulting and marketing leadership roles. The course is most particularly useful to students interested in careers within technology intensive firms, as well as in marketing firms where advances in data based decisions are likely to be at the centerstage. The course will present an understanding of how customer value is created and delivered and is thus relevant to students interested in corporate valuations of technology and marketing firms.
Topics:
- Fundamentals of pricing-analytics
- Applications in digital media
- Advertising Effectiveness
- Measuring ROI in digital advertising
- Understanding how sponsored search advertising works
- Scalable Targeting Strategies
- A/B Testing
- Algorithmic Bias in Marketing