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MKTG 455

MKTG 455. Course Overview. Figure 1 : What’s this class all about? Learning outcomes and objectives. Teaching Model Building (Marketing) Analytics. 3 . Fix the core first. It’s hard to add electives. Elective. Fancy models. Classical “Linear” models. Core.

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MKTG 455

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  1. MKTG 455 Course Overview

  2. Figure 1: What’s this class all about? • Learning outcomes and objectives

  3. Teaching Model Building (Marketing) Analytics 3. Fix the core first. It’s hard to add electives. Elective Fancy models Classical “Linear” models Core Descriptive statistics including graphs and comparing means/percents Data Preparation: extraction (SQL), cleaning, understanding, string processing, feature creation Theory (e.g., causality, omitted variables) and study design (e.g., sampling/DOE and validity) issues Formulating the right questions and having “domain knowledge” to ask the right questions and interpret/present the findings

  4. Daniel Pink Karl Duncke (1940s)

  5. Two Types of Thinking • Algorithmic/Procedural Thinking • Steps to a perdetermined end. • Computational • Practical • Funtional Thinking • Heuristic Thinking • Novel soution to a complex problem. • Requires creative application of existing materials. • No obvious pre-set solution. • Willingness to play/fail

  6. DO NOT Light Any Matches Google the answer Give your solution away by drawing attention to your group, if you figure it out

  7. IBM Global CMO Survey (n=1,700)

  8. Bureau of Labor Employment Projections

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