MKT6353 - Consumer Analytics and Insights

MKT 6353 Consumer Analytics and Insights (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing data sets for prospecting purposes and to identify and retain profitable customers. Focuses on retail and omnichannel data and techniques such as Life-Time Value, RFM, response analysis, and attribution. Additional emphasis on developing critical thinking skills and problem-solving techniques to find and present actionable insights to management. Prerequisite: OPRE 6301 or BUAN 6359 or OPRE 6359 or MKT 6379. (3-0) Y