Customer Analytics

Course Code
MKT 426
1.5 hours
  • Winter 21 (A)
  • Winter 22 (A)
(Ross BBA Junior or Senior) or Ross Minor or (Non-Ross Junior or Senior) or MM

Customer Analytics --- This course focuses on a quantitative approach to understanding customers and predicting their behavior. Its goal is to familiarize students with models of customer behavior to solve real-world marketing problems. This course orients itself around customer database, placing students in the role of manager with access exclusively to customer data inside a firm's database ( e.g., event logs of visits, transactions, donations). This focus is in contrast to the important yet distinct perspectives, problems, and data settings found in a marketing research and analytics course or in a general-purpose.

Taught By
Eric Schwartz
  • Arnold M. and Linda T. Jacob Faculty Fellow
  • Associate Professor of Marketing
Professor Eric Schwartz's expertise focuses on predicting customer behavior, understanding its drivers, and examining how firms actively manage their...