In today’s environment, Chief Marketing Officers require tools and techniques to both quantify the strategic value of marketing initiatives, and to maximize marketing campaign performance. This course is designed to help marketers demonstrate the return on investment (ROI) of marketing and leverage data from marketing analytics to make better and more informed marketing management decisions. The course covers marketing performance management, marketing measurement, marketing ROI, customer value based segmentation, customer lifecycle management, internet search engine marketing optimization, data mining segmentation, analytic marketing, and strategic marketing data creation. Students are introduced to typical data mining techniques for marketing, have access to real data sources, and will conduct hands-on marketing analysis using data mining tools. This class counts towards the Marketing and Marketing Management major.
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