Product & Marketing Analytics

MIT Sloan, 15.819, Spring 2024

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After a year away on sabbatical, Marketing Analytics is back — as Product & Marketing Analytics, perhaps better reflecting the substantial product design and management aspects of the course.

This course is on using and managing analysis of quantitative data to inform, make, and even automate product and marketing decisions. The goal of this course is to give students the expertise to initiate, participate in, manage, and evaluate 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. We usually have a range of guests, with past guests including data science, product, and marketing managers and executives, as well as venture capitalists and entrepreneurs.

Check out a previous year’s syllabus here.

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