The Data Science of Marketing

Introduction

• Welcome
• Data science for marketing
• Obtain data

1. Software Installation

• Install R
• Install Python
• Install Tableau
• Orientation to UI for R, Python, and Tableau
• Exercise files

2. Data, Exploratory Analysis, and Performance Analysis

• Overview and case study
• Exploratory analysis with R
• Exploratory analysis with Python
• Exploratory analysis with Tableau
• Pros and cons

3. Inference and Regression Analysis

• Overview and case study
• Regression with R
• Regression with Python
• Regression with Tableau

4. Prediction

• Overview and case study
• Prediction with R
• Prediction with Python
• Prediction with Tableau

5. Cluster Analysis

• Overview and case study
• Cluster Analysis with R
• Cluster Analysis with Python
• Cluster Analysis with Tableau

6. Conjoint Analysis

• Overview and case study
• Conjoint analysis with R
• Conjoint analysis with Python
• Conjoint analysis with Tableau

7. Best Practices

• Agile marketing
• Design and conduct market experiments
• Stakeholder alignment

Conclusion

• Next steps