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The role of marketers has significantly changed over the past years, and marketing managers can now gather information from a seemingly endless sea of customer data that stem from traditional and digital market research, eCRM systems, websites and/or social media. Further, marketers can utilise an increasing number of digital research methodologies to collect this fast-growing volume of customer data in structured and unstructured ways.
Yet, data is not information, and information is not insight. Data is only of value when it is collected rigorously, analysed correctly, and more importantly, when it is translated into insights that help marketers to make better decisions. In this module, students will learn the scientific approach to marketing with hands-on use of technologies to collect, analyse, and act on customer information. This is the key part of learning how to take advantage of marketing data. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics process.
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DATA-DRIVEN MARKETING
Semester 1
