Applying Data Analytics in Marketing

In this module, we explore how Artificial Intelligence (AI) and Machine Learning (ML) are transforming marketing practices—from predicting customer behavior to enabling hyper-personalization at scale. We’ll examine the fundamentals of prediction, how to build machine learning models, and how advances in tools like Large Language Models (LLMs) are unlocking new capabilities in areas such as segmentation, market research, and customer retention. You’ll also learn about the tradeoffs and ethics of AI deployment, including bias, transparency, and privacy considerations.

In this module, we explore how to make sense of the vast amounts of unstructured content that users and companies generate online—from product reviews and social media posts to Q&A threads and firm-generated promotions. You’ll learn how to pre-process text, extract insights using tools like sentiment analysis and topic modeling, and perform social network analysis to understand influence and engagement. We also examine how different types of content—user-generated, firm-generated, and AI-generated—shape brand perceptions and drive consumer behavior, while also discussing ethical challenges such as misinformation, bias, and fake reviews.

This module introduces data-driven tools for understanding consumer preferences and forecasting demand. You'll learn how to segment customers, assess their long-term value, and apply choice modeling techniques like conjoint analysis to evaluate which product features matter most. We also cover customer lifetime value (CLV), how to calculate it, and how it guides investment in acquisition and retention. The module highlights the growing importance of incrementality in churn prediction and campaign evaluation.