BUAD 5247 - Analytics for Planning

(4) Prerequisite(s): BUAD 5207 - Renaissance Marketer

This course focuses on the use of research to plan and optimize future marketing efforts. Consumers expect personalization in exchange for loyalty(ish). Customer analytics allows marketers to use customer behavior data to identify insights and help make key business decisions. Market segmentation is used along with predictive analytics to drive tactics such as product/service innovation, promotional activities such as direct marketing, distribution decisions like site selection, pricing tactics, and customer relationship management.