Strategic Marketing Analytics

Familiarize yourself with the principles and strategic concepts of marketing analytics, a high-growth area that uses computer-based models and metrics to improve marketing decisions and return on marketing investment (ROMI). Through case studies and applications, learn techniques to determine market share and sizing, forecasting and positioning; develop and interpret surveys; understand predictive analytics and data mining; grasp total, fixed and variable cost concepts; and assess the lifetime value of the customer. In a world where senior management demands marketing accountability in measuring the effectiveness of dollars spent, you can benefit from this big-picture overview to understand the advantages and objectives of quantitative marketing.