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
Reference Book:
1. Marketing Analytics: A practical guide to real marketing science paperback 2015 by mike grigsby 2. Marketing Analytics: Data driven techniques with Microsoft excel –Wayne L.Winston-Wiley publishers
Text Book:
Marketing Analytics: Strategic models and metrics by Stephan serger- Admiral press
