MKTG 455 - Data mining techniques in MKTG

Over the past few years, data available to marketing practitioners has exploded in both quantity and quality. As Eric Schmidt put it, “Every two days, we now create as much data as we did from the dawn of civilization up until 2003.” This stimulates the need for marketing practitioners to collect the data and put it in good use. Data mining stands at the intersection of the fields of statistics and machine learning and covers a wide range of techniques to detect actionable patterns in data and aid decision making. In this course, we will cover some of the methodologies used and learn how to apply data mining principles to the dissection of complex data sets and to drive managerially meaningful decisions. Prerequisite MKTG 311. 4 credits.