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

Critique marketing campaigns with an eye towards 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

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