Marketing Analytics

Harness the power of data to drive success

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

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

Module 2: Advanced Marketing Science via Segmentation and Conjoint Analysis

Module 3: Pricing Analytics

Module 4: Using Business Experiments to Make Smarter Decisions

Module 5: Digital Marketing Analytics and Multi-Touch Attribution

Module 6: New Frontiers of Data-Driven Marketing: Artificial Intelligence, Natural Language Processing, and Ethics

Program Experience

Bite-Sized Learning

Live Faculty Session

Real-World Examples

Try-It Activities

Crowdsourcing

Peer-Based Learning

Assignments

Case Study

Live Office Hours

Knowledge Checks

Industry Examples

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.

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.

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.

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.

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

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...

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 decis...

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 an...

Certificate

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

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

The Program

The Learning Experience

Certification

Technical Requirements

Payment Process

Refund Policy

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 680 205 5118 (US) / +44 185 845 9995 (UK) / +65 3135 1422 (SG)

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available.

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