Customer Analytics

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, donation). 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.