Undergraduate Catalog 2018-19 
    Sep 26, 2020  
Undergraduate Catalog 2018-19 [ARCHIVED CATALOG]

BUS 3270 - Data-Driven Marketing

3 cr
Students will learn the latest analytical techniques to help maximize ROMI (Return on Marketing Investment).  Data-Driven Marketing provides comprehensive coverage of what works and what makes the difference in this important, yet misunderstood area.  Students will develop a systematic framework for strategic measurement of key marketing metrics such as ROMI and Customer Lifetime Value.  Topics include: introduction to DDM and marketing metrics, non-financial metrics for marketing campaigns, financial return on marketing investment (ROMI), internet marketing metrics and optimization, data mining and segmentation, and data-driven strategy.
Prerequisite: BUS 2230  
Fall, odd years