Marketing Analytics


This course introduces quantitative analysis methods and concepts for improving marketing decisions (“Marketing Analytics”). The course covers these methods' theoretical background, their application in R/RStudio and practical examples using real-world data.


Teaching assistant for Bernd Skiera and instructor for selected sessions.

Topics Covered

  • Introduction to R/RStudio
  • Linear Regression
  • Pricing
  • Logistic Regression
  • Online Advertising
  • Conjoint Analysis
  • Segmentation, Targeting, Positioning (including Cluster Analysis and Multidimensional Scaling)
  • CLV
Maximilian Matthe
Maximilian Matthe
Assistant Professor of Marketing