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.
- Introduction to R/RStudio
- Linear Regression
- Logistic Regression
- Online Advertising
- Conjoint Analysis
- Segmentation, Targeting, Positioning (including Cluster Analysis and Multidimensional Scaling)