Applied Marketing Analytics

Machine learning & predictive models for improved marketing

Get Your Brochure

Course Dates

STARTS ON

June 30, 2022

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,288 or get US$260 off with a referral

Course Information Flexible payment available
program fee

US$2,600 US$2,288

Pay by

Improve Your Data IQ, Boost Your Marketing ROI

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).

98% Talent Gap

Businesses have reported a near-universal marketing analytics talent gap.
Only 2 percent of marketing leaders reported that their organizations have the right talent to leverage marketing analytics.

SOURCE: GARTNER CMO SURVEY

Who Is This Program For?

  • Marketers who want to drive business results through smarter targeting and conduct more meaningful, strategic discussions with analyst teams
  • Business leads and consultants looking to implement machine learning predictions of customers and marketing to drive incremental business results and profits

While there are no specific prerequisites for this program, familiarity with using formulas in MS Excel is important.

You Will Walk Away With:

  • Hands-on experience with real-world data sets and advanced analytics tools for making more strategic, profitable decisions at your organization
  • An understanding of how predictive models work and which variables matter most for addressing the problems you are trying to solve and achieving your business goals
  • The confidence to engage in more productive conversations with data analysts and to ask the right questions to drive enterprise-wide impact
  • Knowledge of the most common machine learning methods and how they are used to improve marketing models
  • The ability to leverage historical data to train and retrain models so that they are highly functional to grow your marketing effectiveness and your business

Topics addressed in this program include:

  • Data hygiene
  • Targeting and segmentation
  • Customer churn
  • Marketing mix modeling
  • Marketing attribution
  • Predicting profits/advertising pilot

Program Experience

Decorative image relating to live and recorded sessions with program faculty

Live and recorded sessions with program faculty

Decorative image relating to highly experiential approach using a data dashboard for accessing and analyzing proprietary datasets from Kellogg

Highly experiential approach using a data dashboard for accessing and analyzing proprietary data sets from Kellogg

Decorative image relating to personalized feedback on application exercises

Personalized feedback on application exercises

Decorative image relating to global peer network of collaborators

Global peer network of collaborators

Decorative image relating to live office hours with program leaders

Live office hours with program leaders 

Decorative image relating to Mobile learning app

Mobile learning app 

Program Modules

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. 

Module 1:

Understanding Your Data and Basic Predictions

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.

Module 2:

Predictive Models and Desired Outcomes

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.

Module 3:

Machine Learning Tools for Segmenting and Targeting

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.

Module 4:

Machine Learning Models To Sharpen Your Strategy

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. 

Module 5:

Testing Models in the Real World: Link Analytics to Business Outcomes

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.

Module 6:

Incrementality: Identify Your Highest-Value Customers

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.

Module 1:

Understanding Your Data and Basic Predictions

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.

Module 4:

Machine Learning Models To Sharpen Your Strategy

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. 

Module 2:

Predictive Models and Desired Outcomes

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.

Module 5:

Testing Models in the Real World: Link Analytics to Business Outcomes

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.

Module 3:

Machine Learning Tools for Segmenting and Targeting

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.

Module 6:

Incrementality: Identify Your Highest-Value Customers

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.

Download Brochure

Program Faculty

Profile picture of programme faculty, ERIC T. ANDERSON

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... More info

Profile picture of programme faculty, FLORIAN ZETTELMEYER

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.... More info

#1

Kellogg is consistently ranked number one among business schools for marketing education, according to U.S. News & World Report

The Kellogg Executive Education Impact

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.

96%

believe that our programs have had a positive impact on their career and professional development

80%

agree that they learned tools and strategies that they can immediately apply to their work

76%

agree that our programs gave them access to the latest thinking and world-renowned industry experts and thought leaders

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.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

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 Brochure

After 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.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.