BDAS 6420 - Marketing Analytics 3

This course focuses on how to design experiments, collect, analyze data report result, in order to expand marketing theory and practice, competitive intelligence gathering, customer segment analysis, integrated marketing technologies, customer relationship management. Topics include advanced data mining and machine learning with applications in areas such as acquisition modeling, up-sell modeling, cross-sell modeling, churn modeling, and customer lifetime modeling. Topics will also include analytical methods such as regression, decision trees, neural networks, random forests, advanced performance measures, and bias-variance tradeoffs.