Marketing Analytics-Introduction –Definition-Adoption of Marketing Analytics-Advantages-Models and metrics-Impact of marketing analytics-Portal five forces Analysis-market segmentation- targeting and positioning-Market basket analysis

Consumer behavior-consumer decision making models- customer lifetime value-loyalty data-customer relationship management

Pricing techniques-pricing assortment-pricing for business markets- price discrimination.

Competitive information-competitive analysis-competitive actions. Distribution analytic: distribution channel: characteristics-channel evaluation and selection –multi channel distribution- distribution channel metrics

Sales analytics: consumer sales process-E-Commerce sales model-sales metrics-profitability metrics- support metrics – metrics in marketing campaigns