EXECUTIVE EDUCATION

Marketing Analytics

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Course Dates

STARTS ON

August 18, 2021

Course Duration

DURATION

6 weeks, online
4-6 hours per week

Course Duration

Key Takeaways

Wharton’s Marketing Analytics program combines leading-edge analytical techniques with real-world applications, empowering you to add value to your company’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 company in maximizing profitability, one customer at a time
  • Apply statistical tools to design new projects, create customer segments, and predict customer demand
  • Strategically determine optimal pricing for your business 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 as you incorporate machine learning, natural language processing, and artificial intelligence into your analytics pipeline

Why Marketing Analytics - and Why Now?

Business leaders worldwide realize the importance of analytics in their marketing activities, and the consensus is that integrating customer data collected from across various product lines and channels leads to an increase in sales. However, marketers are unable to optimize the use of analytics technologies because of skill gaps in their organizations. When employees are equipped with the right analytical skills, they can make better decisions, which will lead to higher profits.

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

Example image of certificate that will be awarded after successful completion of this program

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.

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