Data-Driven Marketing

Data-driven marketing provides comprehensive coverage of what works and what makes a difference in marketing management by combining the vast customer data available from data bases and social media. The ability to collect and use customer data to improve the customer experience while increase the efficiency for an organization make data-driven marketing the future for marketers. Students develop a systematic framework for strategic measurement of key marketing metrics. The topics include Customer Lifetime Value, RFM (Recent, Frequency, and Monetary), the financial return on marketing investment, internet marketing metrics, optimization, datamining, segmentation, and data-driven strategy.

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