Finding new prospects: segments and social networks Flipkart Case analysis M: 11 6 Th 2/2 Kosinski (2013) "Private traits and attributes are et al. predictable from digital records of human behavior" (HBP) Predictive modeling: cross-selling and churn predictions M: 05 4 7 Tu 2/7 CASE: Dunia Finance (A) (Darden UV6949) (HBP) EXAM 1 8 Th 2/9 Competing for Customers: Understanding Competitors M: 12 5 9 Tu 2/14 Guadagni & Little (1983/ 2008), "A Logit Model of Brand Choice Calibrated on Scanner Data" (HBP) Competing for Customers: Understanding Competitors Capital One revisited Horst & Dubroff, (2015) "Don't Let Big Data Bury Your Brand" (HBR) 10 Th 2/16 Netzer (2012), "Mine Your Own Business: et al. Market-Structure Surveillance Through Text Mining” (HBP) Tu 2/21 No Classes—vacation Week No Classes—vacation Week Th 2/23 Product Analytics: Clustering methods 6 11 Tu 2/28 M: 06 Product Analytics: Market basket analysis Brijs "A Data Mining Framework for Optimal et al, 12 Th 3/2 Product Selection in Retail Supermarket Data” (on LATTE) Speaker: Dr. Jesse Harriott, Brijs Data Analysis 7 13 Tu 3/ 7 Chief Analytics Officer, Constant Contact Assignment Experimental Design M: Appendix B (p. 291-298; 338-341) Davenport, T. (2009), "How to Design Smart Business 14 Th 3/ 9 Experiments" (HBR) Kohavi R. and Longbotham, R.et al., (2009) "Controlled Experiments on the Web" Optimizing Promotions with Analytics Experimental Design task M: 08 (see LATTE) 8 15 Tu 3/14 CASE: Marketing Head's Conundrum (revisited) Optimizing Promotions with Analytics CASE: Goodbelly: Using Statistics to Justify Marketing 16 Th 3/16 Expense (Davidson Inst., Michigan # 1-429-252) (HBP)
6 Th 2/2 Finding new prospects: segments and social networks M: 11 Kosinski et al. (2013) "Private traits and attributes are predictable from digital records of human behavior" (HBP) Flipkart Case analysis 4 7 Tu 2/7 Predictive modeling: cross-selling and churn predictions M: 05 CASE: Dunia Finance (A) (Darden UV6949) (HBP) 8 Th 2/9 EXAM 1 5 9 Tu 2/14 Competing for Customers: Understanding Competitors M: 12 Guadagni & Little (1983/ 2008), "A Logit Model of Brand Choice Calibrated on Scanner Data" (HBP) 10 Th 2/16 Competing for Customers: Understanding Competitors Horst & Dubroff, (2015) "Don't Let Big Data Bury Your Brand" (HBR) Netzer et al. (2012), "Mine Your Own Business: Market-Structure Surveillance Through Text Mining” (HBP) Capital One revisited Tu 2/21 No Classes—vacation Week Th 2/23 No Classes—vacation Week 6 11 Tu 2/28 Product Analytics: Clustering methods M: 06 12 Th 3/2 Product Analytics: Market basket analysis Brijs et al, "A Data Mining Framework for Optimal Product Selection in Retail Supermarket Data” (on LATTE) 7 13 Tu 3/ 7 Speaker: Dr. Jesse Harriott, Chief Analytics Officer, Constant Contact Brijs Data Analysis Assignment 14 Th 3/ 9 Experimental Design M: Appendix B (p. 291-298; 338-341) Davenport, T. (2009), "How to Design Smart Business Experiments" (HBR) Kohavi R. and Longbotham, R.et al., (2009) "Controlled Experiments on the Web" 8 15 Tu 3/14 Optimizing Promotions with Analytics M: 08 CASE: Marketing Head's Conundrum (revisited) Experimental Design task (see LATTE) 16 Th 3/16 Optimizing Promotions with Analytics CASE: Goodbelly: Using Statistics to Justify Marketing Expense (Davidson Inst., Michigan # 1-429-252) (HBP)
b262bd657fcf52182e253e19097e370d.docx