UNIT 1:
Definition and importance of marketing analytics
Role of analytics in marketing decision-making
Evolution of marketing analytics in the digital age
Overview of data-driven marketing & types of marketing data
Sources of marketing data
Data collection techniques
Issues in data quality and data integration Lecture
Ethical and legal considerations in marketing data usage
Basics of dashboards and reporting
Introduction to Google Analytics
UNIT 2:
Customer lifetime value (CLV) and RFM analysis
Customer lifetime value (CLV) and RFM analysis
Customer acquisition cost (CAC) and retention rate
Market segmentation using cluster analysis
Persona development and profiling
Predictive modeling for customer churn
Customer satisfaction & Net Promoter Score (NPS)
Customer behavior analysis & journey touchpoints
Decision trees and logistic regression in profiling
Customer scoring and targeting models
Applications in loyalty program optimization
UNIT 3:
Conjoint analysis for feature optimization
Brand equity measurement & tracking
Product cannibalization & portfolio optimization
Price elasticity of demand & dynamic pricing
A/B testing & multivariate testing for pricing
Promotions analysis: lift, redemption rate, ROI
Attribution models in campaigns
Marketing mix modeling (MMM)
Econometric models & sales forecasting
Impact of discounts & bundling strategies
Experimental design in marketing
UNIT 4:
Measuring digital campaign performance
Search Engine Optimization (SEO) & analytics
Paid media analytics & performance metrics
Sentiment analysis & opinion mining
Influencer marketing & engagement metrics
Virality measurement, hashtag tracking
Virality measurement, hashtag tracking
Real-time analytics & programmatic advertising
Funnel analysis: awareness to conversion
UTM parameters & campaign tracking
UNIT 5:
Predictive modeling for lead scoring
Cross-selling & up-selling analytics
Basket analysis & market basket modeling
Lifetime value prediction using ML
Churn prediction using classification models
Next-best offer recommendation & collaborative filtering
Strategic campaign planning with analytics
Marketing strategy alignment with analytics insights
Visualization of strategic KPIs
Role of AI/ML in advanced marketing analytics
