Métodos Analíticos e Engenharia de Marketing

Objectives

• Understand analytics behind managing and marketing brands based on thorough marketing research and analysis leading to decision making
  • Understand and discuss the concept of marketing analytics;
  • Argue the relevancy of a customer analytics strategy given a specific business environment and industry;
  • Understand the steps from an operational information system to an analytical base table;
  • Perform customers¿ segmentation;
  • Develop predictive models for, e.g., next-best offer, cross-sell and up-sell campaigns and churn;