DATA MINING FOR MARKETING

The course gives knowledge on statistical techniques for Marketing applications.
In particular, the course addresses:
a) multiple linear regression and its applications in Marketing;
b) logistic regression for prediction of consumer behaviour;
c) classification trees prediction of consumer behaviour and for consumer segmentation;
d) cluster analysis for consumer segmentation.
The aim of the course is threefold:
1. To provide both a theoretical and a practical understanding of the key methods of model building, classification and prediction.
2. To provide a Marketing-driven context for these methods.
3. Using real case studies and a learning-by-doing approach, to illustrate the application and the interpretation of these methods.
Computational aspects of the methods are addressed through the use of MS Excel and IBM SPSS.