Digital Marketing and Marketing Analytics

Customers Insights through Predictive and Prescriptive Modeling

 

Audience: Senior Executives
Duration: 4 hours
Location: Miami Business School, University of Miami

Overview

Business organizations are increasingly relying on data to understand consumer behavior and gain an edge, i.e. establish and sustain a competitive advantage in a dynamic marketplace. Consequently, they require skills that combine in-depth knowledge of marketing management with proficiency in interpreting data and gleaning strategic insights using data. This class will focus on developing the latter skills through hands-on problem-solving exercises, which are aimed at integrating marketing tasks with some analytical techniques that address them. Specifically, using real-world datasets, participants will gain first-hand exposure to:


By the end of the session, executives will be equipped with analytical techniques to enhance day-to-day marketing decision making through Microsoft Excel-based tools.

Faculty


Vamsi Kanuri

Professor Vamsi Kanuri is a faculty member in the marketing department at Miami Business School. He has consulted with many firms in the U.S. such as Nordstrom, Subway, FoodLion, Concur, Seattle Times, Jacksonville Times, Arkansas Democrat Gazette, Savannah Times, Observer Media Group and the GateHouse Media Group among others on issues such as customer retention, subscription menu design, mobile app pricing, marketing resource allocation, and social media content scheduling. He received numerous international awards for his research on product-line design and pricing. His research has been published in major marketing and management journals such as the Journal of Marketing, Journal of Marketing Research, Strategic Management Journal and the Harvard Business Review.


 

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