Marketing Analytics: Data Tools and Techniques

The Wharton School

Marketing

About Programme

Today’s businesses have an influx of data related to their products, services, and audience. But how do you analyze that data and put it to good use?

Marketing Analytics: Data Tools and Techniques will help you understand the tools and tactics used to make data-driven decisions for your company or business. Raghu Iyengar, a nonlinear pricing-scheme researcher, applies real-word examples to explain how you can uncover actionable insights from sources like online transactions, customer surveys, and advertising data.

By the end of this course, you’ll know how to better approach managerial problems from a data-savvy point of view and use analytics to tell a powerful narrative for your business.

Programme Content

By the end of this course, you will have a robust toolkit of analytical methods and the confidence to use data to inform your marketing strategies and decisions. Whether you are looking to optimize pricing, enhance customer satisfaction, or measure the effectiveness of your advertising campaigns, this course will provide you with the skills and knowledge to succeed in the dynamic field of marketing analytics.

Module 1: Introduction to Data Collection, Market Research, and Analysis

Understand the fundamentals of data collection and the importance of market research

Learn about different types of data and how to analyze them to gain meaningful insights

Module 2: Regression

Explore the basics of regression analysis as a tool for historical data analysis

Learn to apply regression techniques to understand the relationship between variables and make informed decisions

Module 3: Conjoint Analysis

Dive into conjoint analysis to understand consumer preferences and predict market trends

Learn to design and interpret conjoint studies for product development and marketing strategies

Module 4: Social Media Analytics

Gain insights into the power of social media data

Learn how to analyze social media metrics to measure campaign effectiveness and brand sentiment

Programme Audience

Marketing professionals seeking to leverage data for strategic decision making

Business leaders aiming to develop data-driven marketing strategies

Analysts looking to enhance their expertise in tools like regression and conjoint analysis

Professionals focused on uncovering actionable insights from transactional, survey, or advertising data

Social media managers interested in analyzing metrics to measure campaign effectiveness and brand sentiment

Entrepreneurs and small-business owners aiming to optimize pricing, improve customer satisfaction, and evaluate marketing efforts

Students and professionals eager to build a strong foundation in marketing analytics and data-driven decision making

Individuals seeking to approach managerial problems with a data-savvy mindset and tell compelling narratives using analytics

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.

Programme Benefits

Model cause and effect in regression analysis

Value attributes and measure preference through conjoint analysis

Use social media analytics to inform business decisions

Innovate your market research techniques

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Speak with an Advisor

Pedagogy (case method, experiential learning, coaching, simulations)
Programme Objective
Testimonials

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

The Wharton School

Executive Education Office

tel:12158981776

mailto:[email protected]

https://www.wharton.upenn.edu

Philadelphia, USA

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