LSU Flores MBA Program Marke&ng  Analy&cs  Specializa&on

What is Marketing Analytics ? Marke&ng  analy&cs  is  the  applica&on  of  sta&s&cs  and  opera&ons  research  to  help  businesses  maximize  marke&ng  effec&veness  and  return  on  investment.  The  objec&ve  is  to  quan&fy  what  drives  sales  of  a  

business  and  use  the  results  to  increase  market  share,  revenue  and  profit.    

This  concentra&on  brings  together  leading-­‐edge  analy&cs  tools  with  real-­‐world  marke&ng  experience  to  develop  business  solu&ons  for  improved  brand  performance  across  a  range  of  industries,  including  

healthcare,  insurance,  financial  services,  food  services  and  packaged  goods.  Marke&ng  analy&cs  techniques  are  used  for  predic&ng  future  trends,  forecas&ng  who  will  respond  to  an  adver&sement,  

foreseeing  poten&al  credit  risks,  etc.  

MARKETING TODAY Marke&ng  today  is  undergoing  a  fundamental  shiD  –  moving  from  a  product-­‐focused  orienta&on  (the  

brand  manager)  to  a  customer-­‐centric  approach  (the  customer  experience  manager).    

 

Driving  this  change  are  two  complementary  forces:  

 

 1.  The  emergence  of  “big  data”  and  the  wealth  of  individual  customer  insights  taken  from  this  data.  

 

2.  The  development  of  a  data-­‐driven  culture  of  decision  making  based  on  technological  and  analy&c  tools,  which  was  not  available  even  just  a  few  years  ago.    

THE USE OF Analytics IN MARKETING

Analy&cs  are  now  applied  to  every  aspect  of  marke&ng,  ranging  from  the  more  tradi&onal  marke&ng-­‐mix  ques&ons  (media  alloca6on,  product  design,  pricing  op6miza6on,  supply  chain  management)  to  the  emerging,  customer-­‐focused  issues  reflec&ng  marke&ng’s  embrace  of  the  

rela&onship  paradigm  (customer  reten6on,  customer  rela6onship  management,  customer  life6me  value).    

 

This  analy&cal  orienta&on  requires  informa&on  and  the  rise  of  “big  data,”  in  terms  of  both  its  volume  and  scope.  Analy&cal  informa&on  offers  new  marke&ng  fron&ers  that  gain  insights  that  

can  drama&cally  improve  customer  experience.    

 

Why Study Marketing Analytics?

Employers  •  Consumer  Product  Goods    •  Consumer  Services    •  Online/e-­‐commerce    •  Retailers    

INTEREST AREAS  •  Business  Analy&cs    •  Marke&ng  Analy&cs    

Professional societies •  INFORMS  Society  for  Marke&ng  Science  •  American  Marke&ng  Associa&on    

   

The  success  of  strategic  marke&ng  in  today’s  rapidly  evolving,  data-­‐driven  business  environment  requires  a  founda&on  in  analy&cal  tools  and  extensive  data  sources.  As  firms  con&nue  to  lower  costs,  they  will  make  beXer  use  of  informa&on,  and  thus  there  is  a  growing  need  for  analy&cs  

specialists  in  marke&ng.        

Course Information To  graduate  with  an  LSU  Flores  MBA  with  a  specializa&on  in  marke&ng  analy&cs,  students  must  complete  the  following  courses:    

•  MKT  7716  Advanced  Marke&ng  Research  Techniques:  •  Most  common  techniques  encountered  in  marke&ng  analy&cs,  including  data  

examina&on  (e.g.,  missing  data  analysis)  and  the  most  widely  applied  modeling  techniques  in  use  today:  segmenta&on  (cluster  analysis),  variable  composites  (principal  component  analysis),  and  quan&ta&ve  models  for  issues  like  predic&on  (mul6ple  regression)  and  customer  churn  (logis6c  regression).    

•  MKT  7110  Marke&ng  Tools  Founda&ons  and  Applica&ons:    •  As  a  capstone  course  for  the  marke&ng  analy&cs  specializa&on,  this  course  focuses  on  

the  communica&on  and  implementa&on  of  marke&ng  analy&cs  in  the  context  of  marke&ng  decision  making  using  a  case-­‐based  marke&ng  engineering  approach.    

Course Information [continued]  

•  MKT  7130  Marke&ng  Research  and  Brand  Analysis:    •  Applica&on  of  analy&cal  methods  requires  a  fundamental  understanding  of  marke&ng  

decisions  in  terms  of  both  metric  and  models.  This  course  examines  the  most  widely  used  metrics  and  models  in  a  wide  range  of  marke&ng  applica&ons.  

   Supplemental  courses  include:    

•  ISDS  4141  -­‐  Introduc&on  to  Data  Mining  •  ISDS  7510  -­‐  Database  Management    

 

Contact Us

The  LSU  Flores  MBA  Program  2000  Business  Educa&on  Complex  

Baton  Rouge,  LA  70803  225-­‐578-­‐8867      busmba@lsu.edu  

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Department  of  Marke&ng    Ronald  W.  Niedrich,  PhD  

Professor  &  Department  Chair  2100  Business  Educa&on  Complex  225-­‐578-­‐8684    

neidrich@lsu.edu