Advanced Data Analysis for Marketing Decisions

Course Objectives:

• Expose participants to a selected set of multivariate statistical tools and data mining approaches that would aid in taking key marketing decisions: market definition and choice of markets, market segmentation and targeting, product positioning, offer design, pricing and test marketing.
• Provide participants with the opportunity to gain experience in using the latest PC-based statistical software in concrete marketing management situations.
• Introduce key concepts of data mining.

Programme Highlights:

• Marketing Decisions: 

Choice of Markets, Market Segmentation and Targeting, Product Positioning, Product/offer Design, Pricing and Test Marketing.

• Tools for Analysis: 

Forecasting Models, Multiple Regression, Discriminant Analysis and Logistic Regression, Factor Analysis, Cluster Analysis, Multidimensional Scaling, Conjoint Analysis, Structural Equation Modeling, ModeIs for Pre-test Marketing, Classification and Partitioning, and Data and Text Mining approaches.