15.841 Marketing Analytics, Spring 2017 H2

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I’m teaching a course at MIT Sloan this Spring on using and managing analysis of quantitative data to inform, make, and even automate marketing decisions. The goal of this course is to give students the expertise to initiate, participate in, manage, and evaluate marketing analytics efforts with substantial business impact.

The Internet industry has led in both the availability and use of behavioral data, so I will draw on my experiences there, but we will apply many course ideas to other industries.

This is the second year the course is being taught, so the material is very fresh, but also benefits from iteration on last year. This includes making some of the techniques easier to implement for MBA students.

This class will not be offered in academic year 2017-2018, so this might be your last chance to take it.

Check out the syllabus here.