Description
This course introduces students to methods for analyzing data residing in firms' customer databases. As analytic methods and tools are essential to modern marketing practice, the introductory level of the customer data analytic course focuses on descriptive tools. This course will discuss ways to profile customer segments based on their profitability to the firm, estimate individual customers' lifetime value, and see how this technique has been used in different types of organizations. We will review all necessary statistical concepts and learn how to use the software package to conduct a variety of marketing analyses using actual customer databases.