NBAE 6755 - Customer and Digital Advertising Analytics

Spring. 2 credits. Letter grades only (no audit).

Enrollment limited to: students enrolled in the Cornell Executive MBA Metro New York Degree program.

S. Gupta.

This course deals with the use of data to make decisions in two important marketing domains: customer relationship management, and digital advertising. It introduces concepts, methods, and applications of analytics to these domains. In module 1, we introduce analytic approaches such as the scoring model (used for targeting attractive prospects) and customer lifetime value model (used for valuation, which underlies both acquisition and retention activities). In Module 2 we focus on analytic frameworks to understand the buying and selling of digital advertising. We will discuss advertising auctions, metrics to measure the effectiveness of digital advertising, multitouch attribution, the impact of privacy on advertising decisions, and the use of randomized experiments. Students are not expected to do any programming; I will only use Excel. We will use some statistics, primarily regression. Since you should have seen regression before, I will do a quick refresher of how to run a regression in Excel and interpret the output.