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