Marketing Analytics

Marketing Analytics is a set of tools and techniques that can be used to improve performance through fact-based decision-making.  Data Exploration, Business Intelligence and Data Mining have been there for a while and helped Businesses to create Data Discipline in the organization. Business Analytics is the subset of Business Intelligence, which helps companies to understand the past and predict the future to improve company’s effectiveness in the market place.

In the book “Competing on analytics: The new science of winning”, Thomas Devonport claims that a significant proportion of high-performance companies have high analytical skills among their personnel. In a research by MIT Sloan Management Institute it has been found that 51 % companies used Analytics to gain competitive advantage while others have been struggling.

Objectives :

The course is designed to provide basic knowledge of handling data and Analytics’ tools that can be used for fact-based decision-making in the area of marketing. The broader Course Objectives are:

Understand the role of business analytics within an organization.

To gain an understanding of how managers use marketing analytics to formulate and solve business problems and to support managerial decision making.

Use analytics in customer requirement analysis and marketing area.

To become familiar with the processes needed to develop, report, and analyze data in marketing application.

To learn how to use and apply Excel and Excel add-ins to solve marketing problems.