Applied Marketing Analytics

Machine learning & predictive models for improved marketing

Get Your Brochure

Course Dates

STARTS ON

TBD

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

For Your Team

Enroll your team and learn with your peers

Learn More

Team-Based Learning Options

  • Enroll as a team or group and learn with your peers

  • Receive support and services

  • Inquire about special team/group pricing

  • ENROLL YOUR TEAM

    Emeritus works with leading companies to close critical skills gaps


    Our partners include

    JP Morgan
    Amazon
    AB in Bev

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).

1 in 4

26% of CMOs rank marketing data and analytics as a top capability gap.

Source: Gartner

#1 Investment

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%.

Source: The 2022 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.

FAQs

  • How do I know if this program is right for me?

    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.


    Are there any prerequisites for this program?

    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 learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    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.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    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.



    How will my time be spent?

    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:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    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 contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 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.

    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.


    How do I interact with other program participants?

    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.

  • What are the requirements to earn the certificate?

    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 contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    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.


    Can I get the hard copy of the certificate?

    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.


    Do I receive alumni status after completing this program?

    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.


    How long will I have access to the learning materials?

    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.

  • What equipment or technical requirements are there for this program?

    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.


    Do I need to be online to access the program content?

    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.

  • Can I still register if the registration deadline has passed?

    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.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    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 at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling in.


    Is there an option to make flexible payments for this program?

    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.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    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.



    What is the policy on deferrals?

    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.

Financing Options

Climb Credit*

We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

Apply Now

Early registrations are encouraged. Seats fill up quickly!