About the course
Data analytics and the resulting insights are powerful tools to help inform and make better business decisions, but only when paired with real-world insight into the cause of the problem or issue.
For example, your company’s shopping cart page may show a big drop-off, but analytics alone won’t tell you why users are leaving. This masterclass is designed to provide you with the knowledge and skills needed to use data analytics effectively to develop and implement effective marketing communication strategies.
This masterclass introduces the Medill/IMC process; methods of customer valuation and lifetime value estimation, of optimizing contact points and attribution in marketing communication. It will also provide an overview to the analysis of unstructured data in marketing communication, teaching the basis of programming in Python and the basis of natural language as well as training a model with positive and negative messages.
Malthouse is the Erastus Otis Haven Professor and a research fellow at the Media Management Center, a partnership between Medill and Kellogg. He is also the research director of the Medill IMC Spiegel Research Center. His research interests center on media marketing, database marketing, advertis...
Carlos Arcila Calderón is an Assistant Professor at the University of Salamanca (Spain). Editor of the scientific Journal Disertaciones and member of the Observatorio de los Contenidos Audiovisuales (OCA). PhD in Communication by Universidad Complutense de Madrid. Master in Data Science and Maste...
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.