MKTG-661 Data Driven Marketing and Customer Management (3)

This course provides an overview of the data-driven marketing and customer management ecosystem. Increasingly, businesses are relying on data and analytics to build, execute, and optimize their campaigns across the customer lifecycle from marketing through customer management. Students learn to evaluate customer acquisition costs and lifetime customer value as key metrics for optimizing marketing spend and in-market campaigns. They develop customer selection models, and use customer database information for business planning and to enhance sales performance. They also learn how data and analytics play central roles in the ongoing customer management practices of today's most successful companies. Includes real-world examples and case studies, as well as guest lecturers from experts in the field. Prerequisite: MKTG-612  or MKTG-632 .

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