3 Session Reading be prepared for Customer Centricity & Customer Relationship – class discussion Data Evolution: Management Concept, – ModelMAX® Software installed by Data Mining to Big Data Strategy, and Tools end of class Data Mining Overview Chapters 7 & 8 ModelMAX® demonstration The Data Mining Process (Pages 143 174) – Using Databases Session Reading be prepared for – Types of Databases Case class discussion Benefits of Marketing In-class discussion on Netflix Netflix Leading with Data: The Databases Case Database Marketing Emergence of Data-Driven – Uses of Marketing Video (FEATURED) Evolution (from offline to Databases online data) Introduction What is Big – Readings Group presentation topics Data? due Big Data: The Management Why Big Data? Revolution (FEATURED) Data Scientists How Big Data is Different Organizing for Big Data (SUPPORT) Data Privacy & Ethics Data Scientist: The Sexiest Job of the 21st Century (SUPPORT) 4 Leveraging & Quantifying Session Reading be prepared for – Customer Relationship Data: class discussion Management Concept, – Customer Analytics Part I Customer LTV Individual Exercise Strategy, and Tools Traditional Marketing due at start of class Case Metrics Each student needs to bring their Customer Acquisition Intuit: QuickBooks Upgrade own laptop computer to class to be (FEATURED) Metrics able to participate in the Maru Customer Activity Metrics Batting Center: Customer Lifetime Popular Customer-Based Value in-class exercise Value Metrics Customer Lifetime Value: Fundamentals Issues in Computing Customer Metrics Customer Metrics Applications 5 Leveraging & Quantifying Session Reading be prepared for – Customer Relationship Data: class discussion Management Concept, – Customer Analytics Part II CRM Concepts Exam at start of Strategy, and Tools Strategic Customer-Based class Value Metrics Guest Speaker Chapter 14 (Pages 279 296) – Popular Customer Selection Strategies Techniques to Evaluate Alternative Customer Selection Strategies Sources of Data Test Design and Analysis The Predictive Modeling Process
3 Customer Centricity & Data Evolution: Data Mining to Big Data Data Mining Overview The Data Mining Process Using Databases Types of Databases Benefits of Marketing Databases Uses of Marketing Databases Introduction – What is Big Data? Why Big Data? Data Scientists Organizing for Big Data Data Privacy & Ethics Customer Relationship Management – Concept, Strategy, and Tools Chapters 7 & 8 (Pages 143 – 174) Case Netflix Leading with Data: The Emergence of Data-Driven Video (FEATURED) Readings Big Data: The Management Revolution (FEATURED) How Big Data is Different (SUPPORT) Data Scientist: The Sexiest Job of the 21st Century (SUPPORT) Session Reading – be prepared for class discussion ModelMAX® Software installed by end of class ModelMAX® demonstration Session Reading – be prepared for class discussion In-class discussion on Netflix Case – Database Marketing Evolution (from offline to online data) Group presentation topics due 4 Leveraging & Quantifying Data: Customer Analytics Part I Traditional Marketing Metrics Customer Acquisition Metrics Customer Activity Metrics Popular Customer-Based Value Metrics Customer Lifetime Value: Fundamentals Issues in Computing Customer Metrics Customer Metrics Applications Customer Relationship Management – Concept, Strategy, and Tools Case Intuit: QuickBooks Upgrade (FEATURED) Session Reading – be prepared for class discussion Customer LTV Individual Exercise due at start of class Each student needs to bring their own laptop computer to class to be able to participate in the Maru Batting Center: Customer Lifetime Value in-class exercise 5 Leveraging & Quantifying Data: Customer Analytics Part II Strategic Customer-Based Value Metrics Popular Customer Selection Strategies Techniques to Evaluate Alternative Customer Selection Strategies Sources of Data Test Design and Analysis The Predictive Modeling Process Customer Relationship Management – Concept, Strategy, and Tools Chapter 14 (Pages 279 – 296) Session Reading – be prepared for class discussion CRM Concepts Exam at start of class Guest Speaker
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