Marketing Analytics

An introduction to systematically gaining consumer insights based on big structured and unstructured data

Quick Info: Bachelor ׀ Lecture, tutorial ׀ English ׀ Summer term ׀ ECTS 6

General Information

Target groupBachelor students (B.Sc)
Teaching formatLecture and tutorial
Hours per week2 (lecture) and 2 (tutorial)
RotationSummer term
Type of examinationWritten exam (120 minutes)
In the winter term a post-exam is set
Credit points6 ECTS in WP 43 (Marketing and Strategy III) - PSTO 2015
Time / roomSee LSF for lecture and tutorials
Course languageEnglish

Course description

This course provides an introduction to the systematic creation of consumer insights based on large structured and unstructured data that consumers generate in their journey across different channels and touchpoints with companies (e.g., ratings, reviews, web clickstream data, transactions). Students learn about different sources and types of data, about collecting, verifying, and using data for enhanced marketing decision-making.

In particular, the course presents a portfolio of tools and techniques that decision makers can use to prepare and transform different data types into adequate information to support marketing decisions. Data visualization tasks offering clear business insights will be specifically emphasized. Students’ work will be application-oriented, as they will analyze business cases and (real) datasets by using software such as JASP, SmartPLS, Python, DataRobot, Tableau.


  • Sources and types of date
  • Modeling types: Supervised and unsupervised learning
  • Seven-step marketing analytics process
  • Big data in marketing
  • Data quality, preparation, and transformation
  • Data visualization
  • Regression analysis
  • Neural networks
  • Automated machine learning
  • Cluster analysis
  • Market basket analysis
  • Natural language processing
  • Social network analysis
  • Customer mindset metrics
  • Structural equation modeling