MARKETNG 7001 - Analytics for Marketers

This subject responds to businesses' increasing emphasis and reliance on big data and considers the use of analytics and advanced statistical methods in order to support marketing decision-making. In this subject, students will be able to develop practical and analytical skills relevant to address marketing problems, which involve measurement, management and assessment of customer preferences and firm performance to maximise marketing effectiveness, both offline and online. Students will be able to develop an understanding of descriptive analytics (e.g. Customer Lifetime Value, Net Promoter Score etc.) and predictive analytics (e.g. A/B testing and conjoint analysis), and their application. In addition, students will be exposed to a variety of methodological techniques essential to analyse big datasets, both quantitative (e.g. multiple and logistic regression, cluster analysis) and qualitative (e.g. text and sentiment analysis). The subject will also introduce students to digital marketing analytics and examines the ethical and technical issues related to data privacy and big data.