Marketing Analytics

Harness the power of data to drive success

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Course Dates

STARTS ON

September 22, 2022

Course Duration

DURATION

6 weeks, online
4-6 hours per week

Course Fee

Key Takeaways

Wharton’s Marketing Analytics program combines leading-edge analytical techniques with real-world applications, empowering you to add value to your organization's marketing and growth efforts. At the end of this six-week program, you will be able to:

  • Collect and use customer-level data to lead your organization in maximizing profitability, one customer at a time
  • Apply statistical tools to design new projects, create customer segments, and predict customer demand
  • Make optimal pricing recommendations for decision makers in order to maximize profit
  • Experiment to solve problems, secure stakeholder buy-in, and make smarter business decisions
  • Apply multi-touch attribution and experimentation techniques to increase effectiveness of your marketing efforts
  • Effectively navigate privacy laws and ethical pitfalls related to these new technologies and stay updated on evolving legislation

Why Marketing Analytics — and Why Now?

Today’s organizations recognize the importance of analytics in their marketing activities, and the need to integrate customer data collected from across various product lines and channels to increase sales. This requires marketers who know how to use the latest analytics technologies to provide optimal recommendations for decision makers, and these skilled professionals are in high demand. By joining the Wharton Marketing Analytics program, you can build these sought-after skills, to help grow your organization or prepare for a new role in analytics.

Decorative image relating to marketing analytics market was valued at US$2.13 billion in 2020 and is expected to grow at a compounded rate of 14 percent to reach US$4.68 billion over the next five years.

The marketing analytics market was valued at US$2.13 billion in 2020 and is expected to grow at a compounded rate of 14 percent to reach US$4.68 billion over the next five years.

Source: Mordor Intelligence
Decorative image relating to Technology spending accounts for the largest proportion (26.2 percent) of marketing budgets.

Technology spending accounts for the largest proportion (26.2 percent) of marketing budgets.

Source: Gartner CMO Spend Survey 2020-21
Decorative image relating toSix out of 10 global CMOs state that analytics is among their top five priorities.

Six out of 10 global CMOs state that analytics is among their top five priorities.

SOURCE: FORRESTER

Program Modules

This program has been designed to introduce marketing professionals to analytical tools and techniques for better decision making, thus enabling them to ask the right managerial questions and come up with smarter solutions to marketing challenges. The program covers concepts from modern marketing science and data analytics to maximizing customer-centric profitability.

Module 1:

Modern Marketing Science: Big Data, Better Data, and the Future of Firm Profits

Learn how to utilize cutting-edge technology and data analysis to determine customer lifetime value and solve data-driven business problems at your company.

Module 2:

Advanced Marketing Science via Segmentation and Conjoint Analysis

Embrace advanced marketing science techniques to design products that meet customer needs and apply data analytics to create effective consumer segments.

Module 3:

Pricing Analytics

Study historical and conjoint data to predict the impact of price variations on sales of your products and find the optimal price tactics.

Module 4:

Using Business Experiments to Make Smarter Decisions

Learn a framework for how to prioritize business challenges by using experiments and asking the right questions to distinguish correlation from causality.

Module 5:

Digital Marketing Analytics and Multi-Touch Attribution

Explore the digital marketing landscape, measure the efficacy of different campaigns, and learn the pros and cons of various attribution models.

Module 6:

New Frontiers of Data-Driven Marketing: Artificial Intelligence, Natural Language Processing, and Ethics

Assess whether cutting-edge technologies such as AI and NLP have a place in your marketing practice. If they do, analyze ethical considerations around customer data and measurement.

Module 1:

Modern Marketing Science: Big Data, Better Data, and the Future of Firm Profits

Learn how to utilize cutting-edge technology and data analysis to determine customer lifetime value and solve data-driven business problems at your company.

Module 4:

Using Business Experiments to Make Smarter Decisions

Learn a framework for how to prioritize business challenges by using experiments and asking the right questions to distinguish correlation from causality.

Module 2:

Advanced Marketing Science via Segmentation and Conjoint Analysis

Embrace advanced marketing science techniques to design products that meet customer needs and apply data analytics to create effective consumer segments.

Module 5:

Digital Marketing Analytics and Multi-Touch Attribution

Explore the digital marketing landscape, measure the efficacy of different campaigns, and learn the pros and cons of various attribution models.

Module 3:

Pricing Analytics

Study historical and conjoint data to predict the impact of price variations on sales of your products and find the optimal price tactics.

Module 6:

New Frontiers of Data-Driven Marketing: Artificial Intelligence, Natural Language Processing, and Ethics

Assess whether cutting-edge technologies such as AI and NLP have a place in your marketing practice. If they do, analyze ethical considerations around customer data and measurement.

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Program Experience

Decorative image relating to Bite-Sized Learning

Bite-Sized Learning

Decorative image relating to Live Faculty Session

Live Faculty Session

Decorative image relating to Real-World Examples

Real-World Examples

Decorative image relating to Try-It Activities

Try-It Activities

Decorative image relating to Crowdsourcing

Crowdsourcing

Decorative image relating to Peer-Based Learning

Peer-Based Learning

Decorative image relating to Assignments

Assignments

Decorative image relating to Case Study

Case Study

Decorative image relating to Live Office Hours

Live Office Hours

Decorative image relating to Knowledge Checks

Knowledge Checks

Industry Examples

Logo of Amazon

Amazon: Individual-Level Customer Predictions

Using insights from Amazon’s predictive shipping example, create a use case for how you might make similar, individual-level customer predictions that are beneficial for your firm.

Logo of Netflix

Netflix: Bundles of Attributes

Leveraging Netflix’s use of attribute-based meta-tagging and machine learning to individualize content, create a use case for content creation for your business.

Logo of American Express

American Express: Capturing the Voice of the Customer

Apply the learnings from American Express's use of natural language processing, the process of analyzing user-generated content to amplify the voice of their customers.

Logo of Kohl's

Kohl’s: Smartphone Technology

Kohl’s uses a mix of spatial tracking, text messaging, IP-address linkage, and predictive analytics to effectively study consumer behavior. Create a use case for your business with insights gained from Kohl’s experience.

Logo of Shell

Shell: Market Research for New Product Innovations

Examine how Shell used market research to segment customers, gain clarity on their business strategy, and identify innovations worth pursuing.

Note: All product and company names are trademarks or registered trademarks of their respective holders. The study of these products and/or companies does not imply any affiliation with or endorsement by them.

Program Faculty

Faculty Member Eric T.Bradlow, PhD

Eric T. Bradlow, PhD

The K. P. Chao Professor; Professor of Marketing; Vice Dean of Analytics at Wharton; Chairperson, Wharton Marketing Department; Professor of Economics; Professor of Education; Professor of Statistics

Professor Bradlow’s research interests include Bayesian modeling, statistical computing, and developing new methodology for unique data structures with application to business problems. He uses high-powered statistical models to solve problems on everything from internet search engines to product assortment issues. He earned his PhD and master’s degree in Mathematical Statistics from Harvard University and his BS in Economics from the University of Pennsylvania.

Faculty Member Raghuram Iyengar, PhD

Raghuram Iyengar, PhD

Miers-Busch, W’1885 Professor; Professor of Marketing; Faculty Director, Wharton Customer Analytics

Professor Iyengar is the faculty director of Wharton Customer Analytics, the world’s preeminent academic research center focusing on the practice of data-driven business decision making. His research interests are in the area of pricing and social networks and his teaching interests are in marketing analytics. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response. He earned his PhD and MPhil from Columbia University and his BTech from IIT Kanpur in India.

Faculty Member Ryan Dew, PhD

Ryan Dew, PhD

Assistant Professor of Marketing

Professor Dew’s research interests include marketing analytics, data-driven design, decision support, and preference measurement. His research explores how machine learning and Bayesian statistical methodologies can solve real-world marketing problems and enhance the capacity of marketing managers to make data-driven decisions. He earned his PhD and MPhil in Marketing from Columbia University and his BA in Mathematics from the University of Pennsylvania.

Certificate

Certificate

Upon successful completion of the program, you will earn a digital certificate of completion from the Wharton School.

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Note: After successful completion of the online program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Wharton School.

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org,and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrolment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrolment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrolment remains. All deferral requests should be sent to admissions@emeritus.org.

Apply Now

Early registrations are encouraged. Seats fill up quickly!