Data-Driven Marketing: Decision Intelligence

This course examines how marketers use data and analytics, key performance indicators (KPIs), and metrics to generate insights and make informed marketing decisions. Students learn to assess market size and share, analyze customer and market data, develop forecasts, interpret survey findings, and apply predictive analytics. The course also explores customer lifetime value, marketing costs, and return on investment to evaluate marketing performance and inform resource allocation. Through applied exercises, students develop the ability to translate data and analytical findings into effective visualizations, actionable insights, marketing decisions, and recommendations.