15.819 Marketing Analytics, Spring 2021

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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.

Check out the syllabus here.