You will be introduced to leading analytical techniques in marketing and how marketers use marketing data to design cutting-edge marketing strategies. We will use data analysis to support marketing decisions and explore techniques for product line pricing, demand forecasting, customer segmentation, and customer lifetime valuation. We will use a hands-on approach, and the topics covered in this course are relevant to current marketing practice.

In this course, students will gain exposure to and practice with the concepts and tools used to leverage data at scale and create value. The concepts and tools covered include data visualization, machine learning, and cloud computing. Through materials designed for the novice, students will be introduced to coding in Python and learn to develop predictive models from large datasets. Students will also learn data visualization in Tableau.

Data visualizations weave information into insights that add business-relevant value. Visual storytelling creates compelling arguments that inspire people to act. Analyzing data sets, finding insights, and turning insights into persuasive storytelling are critical to persuading audiences. We will explore constructing data visualizations using storytelling, visuals, key language, callouts, BLUFs, and other related data visualization elements.

This course introduces advanced analytical multivariate techniques used in marketing to understand customer and employee attitudes and behavior from data to gain market intelligence plus target and segment customers and employees that maximizes important marketing metrics. Topics include advanced regression techniques, logistic regression, path analysis, cluster and discriminant analysis, and experimental design. You will use SPSS and R.

You will learn some of the world's most powerful predictive models. We cover a variety of machine learning algorithms and survival models. We have a hands-on approach, working on real case studies to deepen our understanding of how machine learning solves business problems. You will be exposed to Python and learn to write Python code. In teams, you will compete with peers to develop the best predictive models using machine learning algorithms.

Covers end-to-end processes relating to the capture, organization, use, and protection of data for analytical purposes. You will learn how to build an optimized relational database and use SQL to extract data to support an organization's analytics strategy and provide important managerial insights from raw data. Extraction, transformation, load (ETL) and data privacy/security will also be discussed in the context of modern organizations.

Prototyping and Product Development is an action-oriented and project-based course. You and your team will identify a problem, develop multiple prototypes that address the problem, and test prototypes through iterative experimentation. Class sessions will be a mix of hands-on exercises, selected readings, and guest speakers. The majority of class time will be devoted to project work to help teams complete their prototypes.

We cover natural language processing, deep learning, and artificial intelligence to apply them to text and image data. You will learn algorithms that are the backbone of technologies used by Google and Tesla. You will also learn about Transformers, a revolutionizing concept that has caused a paradigm shift in artificial intelligence. In teams, you will compete with peers to develop the best predictive models to process and analyze text data.

This course will introduce the latest practices and technologies for managing big data. It will first compare and contrast big data to relational data in both operational and analytical data systems. It will then explore modern technologies (e.g., Spark and NoSQL), cloud computing (e.g., AWS), and reference architectures for retrieving, storing, integrating and analyzing big data. Finally, it will demonstrate big-data-enabled AI applications.

Teams will solve an analytics challenge from a sponsoring company. The company will provide the data and the problem. You and your team will design a solution in the form of a set of visualizations and a model and assess the business impact in conjunction with the sponsoring company. Key questions: How much money will the proposed solution save? How many new customers will the proposed solution attract? The core deliverable is a presentation.