Companies see faster changes in the marketplace than ever and are bombarded with a massive amount of data and information to process. Data must be organized, analyzed, and interpreted to be able to make sound marketing decisions. However, still few firms have the expertise to act intelligently on such information. Marketers need smart and rigorous tools to adapt to faster changes, manage increasing amounts of information, and make better decisions.  

Marketing Analytics introduces students to the fascinating world of marketing data and models. It provides a broad perspective on product, customer, marketing-mix, and digital analytics areas. It blends the art and science of marketing to enhance the decision-making of a company about its customers, competitors, and the industry.