The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Machine learning & predictive models for improved marketing
Download Brochure
September 6, 2023
6 weeks, online
4–6 hours per week
Our participants tell us that taking this program together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Applied Marketing Analytics starting on September 6, 2023 .
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Have questions? Email us at group-enrollments@emeritus.org.
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To become an effective modern marketer, you need to understand how to extract value from the mountains of historical data that you have. Machine learning techniques can be applied in a myriad of ways to make sense of large data sets and enhance marketing performance.
Insights are extracted from data using artificial intelligence (AI) and analytics models, but that doesn’t mean you have to be a data scientist. Through the lens of a real-world simulation, each module in the Applied Marketing Analytics program lets marketing managers leverage existing data to help make decisions about their products, including promotions, pricing, and profits.
This program is designed to be a career-defining next step for marketers and related roles who already work with analytics and strive to understand customers better, ask better questions, and ultimately make better decisions that drive marketing return on investment (ROI).
26% of CMOs rank marketing data and analytics as a top capability gap.
Data analytics has emerged as the top investment priority for marketers with 78% reporting they have invested in this area in the past 12 months—an increase of nearly 40%.
While there are no specific prerequisites for this program, familiarity with using formulas in MS Excel is important.
Live and recorded sessions with program faculty
Highly experiential approach using a data dashboard for accessing and analyzing proprietary data sets from Kellogg
Personalized feedback on application exercises
Global peer network of collaborators
Live office hours with program leaders
Mobile learning app
Program Simulation Case
Throughout this program, you will be applying advanced analytics techniques to solve marketing challenges using a real-world data set. The simulation is based on the scenario of a marketing team that is 10 months into the release of a new mobile game.
Which users are most likely to convert? Which product feature is driving the most conversions? Did our promotion work? Each module introduces methods for deriving business value from the data repository, which is the linchpin for this experiential learning journey.
To be an effective marketer today, you need to be able to extract value from the reams of data you have. Build an understanding of the types of data the simulation organization has collected and how it can use this data to increase paying customers. Learn about variations in data, correlations between features, and how to predict how many users will convert in a campaign by using historical data.
Going beyond the historical data to grow your business, gain an introduction to how predictive models work. Learn different basic predictive models, when to use them, and how to interpret results. Experience the power of predictive models at finding customers who will buy.
Dive into more sophisticated models that will maximize the value of your data. Learn about several popular machine learning methods that are most relevant for marketing applications and how to assess which model is right for your business challenge.
Delve deeper into an advanced machine learning method: neural networks. Understanding multiple ways of predicting consumer outcomes will equip you to test models on your data and find the best fit for your business goals.
Activate an advertising pilot and use the data dashboard to compare the results of the ad campaign with predictions made in earlier modules. After discovering how well your models and predictions performed, you will aim to improve them further by retraining the model through the pilot.
By identifying your highest-value customers, you can optimize your ROI. Calculate both regular profits and incremental profits by employing two different (but equally cutting-edge) models: propensity modeling and uplift modeling. You will experience the final twist in the simulation: comparing the profitability derived from each model and exploring opportunities to improve marketing ROI.
To be an effective marketer today, you need to be able to extract value from the reams of data you have. Build an understanding of the types of data the simulation organization has collected and how it can use this data to increase paying customers. Learn about variations in data, correlations between features, and how to predict how many users will convert in a campaign by using historical data.
Delve deeper into an advanced machine learning method: neural networks. Understanding multiple ways of predicting consumer outcomes will equip you to test models on your data and find the best fit for your business goals.
Going beyond the historical data to grow your business, gain an introduction to how predictive models work. Learn different basic predictive models, when to use them, and how to interpret results. Experience the power of predictive models at finding customers who will buy.
Activate an advertising pilot and use the data dashboard to compare the results of the ad campaign with predictions made in earlier modules. After discovering how well your models and predictions performed, you will aim to improve them further by retraining the model through the pilot.
Dive into more sophisticated models that will maximize the value of your data. Learn about several popular machine learning methods that are most relevant for marketing applications and how to assess which model is right for your business challenge.
By identifying your highest-value customers, you can optimize your ROI. Calculate both regular profits and incremental profits by employing two different (but equally cutting-edge) models: propensity modeling and uplift modeling. You will experience the final twist in the simulation: comparing the profitability derived from each model and exploring opportunities to improve marketing ROI.
Eric T. Anderson
Florian Zettelmeyer
Eric T. Anderson
Polk Bros. Chair in Retailing; Professor of Marketing; Director, Kellogg-McCormick MBAi Program
Professor Anderson's research interests include analytics, retailing, pricing strategy, innovation, new products, and channel management. His recent research has been conducted with various organizations around the world and has impacted both management practice and academic theory. His articles have appeared in scholarly journals such as the Journal of Marketing Research, Marketing Science, Management Science, the Journal of Economic Theory, and the Quarterly Journal of Economics. His 2014 paper on deceptive product reviews won the Paul E. Green Award for the best paper in the Journal of Marketing Research.
At Kellogg, Professor Anderson teaches pricing and retail analytics in the MBA program and marketing analytics in the EMBA program. He holds a PhD in management science from the MIT Sloan School of Management and previously held appointments at the University of Chicago Booth School of Business and the W.E. Simon Graduate School of Business at the University of Rochester.
Florian Zettelmeyer
Nancy L. Ertle Professor of Marketing; Faculty Director, Program on Data Analytics at Kellogg
Professor Zettelmeyer specializes in evaluating the effects of information technology and big data on organizations. More generally, his work addresses how the information consumers have about organizations and the information organizations have about consumers affect organizational behavior. He has organized a laboratory to extensively study the auto industry to understand the effects of customer information, investigate the effects of the internet, follow the pass-through and effectiveness of promotions, and see what consumers' online journeys predict about their purchase behaviors.
Professor Zettelmeyer teaches the MBA elective Customer Analytics, a key program at the Kellogg School of Management. He has received numerous teaching awards and was voted Outstanding Professor of the Year by Kellogg MBA students. He is a Research Associate of the National Bureau of Economic Research (NBER).
Professor Zettelmeyer received a Vordiplom in business engineering from the University of Karlsruhe (Germany), an MSc in economics from the University of Warwick (UK), and a PhD in marketing from the Massachusetts Institute of Technology.
#1
Kellogg is consistently ranked number one among business schools for marketing education, according to U.S. News & World Report
A digital-first learning approach offers many benefits. Everyone joins the program with their own unique goals, but having a positive impact on your career is our number one goal.
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Survey results are based on the collective participant feedback across all of the programs that Kellogg Executive Education offers in collaboration with Emeritus, its learning partner.
Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail; participants must receive 80 percent to pass and obtain the certificate of completion.
Download BrochureAfter successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.
Note: This online certificate program does not grant academic credit or a degree from the Kellogg School of Management.
After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.
Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above.
Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.
More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.
Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.
Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.
We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:
The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.
More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.
Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.
This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.
Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
The digital certificate will be sent approximately two weeks after the program, once grading is complete.
No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.
No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.
You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.
Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.
Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.
Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.
Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.
Yes! Please email us with the details of the program you are interested in, and we will assist you.
Please email us your invoicing requirements and the specific program you’re interested in enrolling in.
Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.
Please connect with us via email for assistance.
You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.
After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.
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Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.
Flexible payment options available.