CIA4762 — Advanced Consumer Analytics
Course introduces customer relationship management and advanced analytical techniques. Emphasis is placed on understanding and calculating the metrics behind profit enhancing customer level management, including RFM Analysis, attrition and churn prediction, customer value and profitability, and customer lifetime value. Students will be asked to calculate these metrics during classroom scenarios and assigned case studies to gain an understanding of how these metrics can be used to select, retain and grow profitable customer segments. Having mastered the basic concepts and tools of marketing research, we move on to study three more advanced and specialized tools most commonly used by qualitative marketing researchers. We study the application of these techniques to optimize the marketing mix (pricing, promotion, product design, positioning). to study three more advanced and specialized tools most commonly used by qualitative marketing researchers. We study the application of these techniques to optimize the marketing mix (pricing, promotion, product design, positioning). pre-req: CIA 4761 or 5761; no grad credit