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Regular version of the site

Advanced Marketing Analytics

2019/2020
Academic Year
ENG
Instruction in English
6
ECTS credits
Course type:
Elective course
When:
2 year, 1 module

Instructors

Course Syllabus

Abstract

The course helps students to learn marketing analytics job requirements, set and decompose analytic goals, select and apply data collection and analysis methods and tools, prepare a report and explain (present) results.
Learning Objectives

Learning Objectives

  • Find out how to apply advanced tools of analytics to make data-informed marketing decisions.
Expected Learning Outcomes

Expected Learning Outcomes

  • Know job requirements. Set and decompose analytic goals and metrics.
  • Select and apply data collection, preparation and analysis methods and tools
  • Prepare a report and explain (present) results
Course Contents

Course Contents

  • Marketing analytics jobs and goals
    Job requirements. How to set and decompose analytic goals. Metrics.
  • Data collection, preparation and analysis
    How to select and apply data collection and analysis methods and tools. Methods: Comparison of means and A/B tests, factor analysis, cluster and RFM analysis, forecasting with regression and classification, ANOVA, chi-square, hypothesis testing, statistical significance and p-value, cohort analysis. Tools: Spreadsheets, SQL in BigQuery, R (Rstudio), Python, CRM and databases.
  • Report and presentation of results
    How to prepare a report and explain (present) results. Reports and dashboards. Visualisation. Presentation.
Assessment Elements

Assessment Elements

  • non-blocking In-class assignment
  • non-blocking In-class assignment
  • non-blocking In-class assignment
  • non-blocking Homework
Interim Assessment

Interim Assessment

  • Interim assessment (1 module)
    0.25 * Homework + 0.25 * In-class assignment + 0.25 * In-class assignment + 0.25 * In-class assignment
Bibliography

Bibliography

Recommended Core Bibliography

  • Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.

Recommended Additional Bibliography

  • Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.
  • Jeffery, M. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know [Электронный ресурс] / Mark Jeffery; БД ebrary. – John Wiley & Sons, Incorporated, 2010. – 323 p. – ISBN 9780470504543. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=485632&query=Data-Driven+Marketing. – Загл. с экрана.