MKTG 462 - Data Visualization & Advanced Analytics

5 CR

A continuation of materials first explored in MKTG 262: Measurement and Analytics, students will delve deeper on how analytics is maturing from static data reports to complex predictive modeling. Hands-on practice with data visualization and manipulation tools is balanced with the strategic implementation of analytics.

Prerequisite(s): MKTG 262 with a C or better, or permission of instructor

Course Outcomes

Collaborate with other students to develop data solutions,
Critique marketing campaigns with an eye toward when to best use various analytic approaches,
Audit digital marketing implementations for optimal traffic, conversion, and return on investment,
Advocate marketing strategies based on patterns of measured consumer behavior,
Utilize data visualizations in measurement reports and analysis to effectively persuade stakeholders,
Construct basic predictive models with marketing data sets,
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail on the topic of data visualization and advanced analytics.

Find out when this course is offered