Introduction to the Marketing Process, Marketing Process, Strategic Challenge, MarketingStrategy with Data, Using Text Analytics, Utilizing Data to Improve Marketing Strategy,Improving the Marketing Process with Analytics, case study

Introduction to Metrics for Measuring Brand Assets, Snapple and Brand Value, DevelopingBrand Personality, Developing Brand Architecture, Brand Pyramid, Measuring Brand Value, Revenue Premium as a Measure of Brand Equity, Calculating Brand Value, case study

Customer Lifetime Value (CLV), Calculating CLV, Understanding the CLV Formula,Applying the CLV Formula, Extending the CLV Formula, Using CLV to Make Decisions,CLV: A Forward Looking Measure, case study

Spreadsheet with Formulas, Determining Cause and Effect through Experiments, DesigningBasic Experiments, Designing Before - After Experiments, Designing Full Factorial WebExperiments, Designing an Experiment, Analyzing an Experiment, Projecting Lift, Calculating Projected Lift, Pitfalls of Marketing Experiments, Maximizing Effectiveness, case study.

Using Regression Analysis, What Regressions Reveal, Interpreting Regression Outputs,Multivariable Regressions, Omitted Variable Bias, Using Price Elasticity to EvaluateMarketing, Understanding Log-Log Models, Marketing Mix Models