Empirical methods for business decisions

Objectif

Quantitative marketing is the application of quantitative techniques to the field of marketing to tackle business decisions. Quantitative marketing has traditionally sought to acquire and retain the most profitable customers, evaluate the effects of a sales campaign to maximize its impact, optimize pricing, evaluate the effects of price promotion, determine the best way to launch a new product, examine the impact of the introduction of a new sales channel, or understand the behavior and needs of consumers for future products design.

The use of quantitative marketing has known a significant expansion in recent years thanks to the proliferation of new data on consumers and transactions induced by new technologies. The development of the Internet and related new technologies represents a deep revolution in business activity and consumption patterns. Marketing plays an important role in shaping the economy and its future.

Consequently, the main objective of this course is to equip students with a broad framework to overview of data collection, analysis, and implementation & monitoring procedures that can guide marketing decisions.

The course is based on the results of applied research. It reviews the main methods and solutions that can be implemented to help firms in their decisions.

Plan

•     Session 1 -  December, 4 (9:00-12:15) - Data Driven Marketing
•     Session 2 – December, 4 (15:15- 18:30) - Programmatic advertising: what is it and how does it work? + Introduction to the Projects
•     Session 3 -  December,11 (9:00-10:30) - Customer Relationship Management - ONLINE
•     Session 3 – December, 11 (10:45-12:15) - Projects / Coaching - ONLINE
•    Session 4 – December, 11 (15:15- 18:30) - Performance Marketing
•     Session 5 - December, 18 (9:00-12:15) - Projects / Coaching
•     Session 6 - January, 15 (9:00-12:15) - Project presentations

Références

Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin, 2008, Database Marketing, Analyzing and Managing Customers, Springer, International Series in Quantitative Marketing

Christian Homburg, Martin Klarmann, Arnd Vomberg, 2022, Handbook of Market Research, Springer

Peter S.H. Leeflang, Jaap E. Wieringa, Tammo H.A. Bijmolt, Koen H. Pauwels, 2015, Modeling Markets, Analyzing Marketing Phenomena and Improving Marketing Decision Making, Springer, International Series in Quantitative Marketing

Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H.A Bijmolt, Koen H. Pauwels, 2017, Advanced Methods for Modeling Markets, Springer, International Series in Quantitative Marketing

Peter S. H. Leeflang, Dick R. Wittink, Michel Wedel, Philippe A. Naert, 2000, Building Models for Marketing Decisions, Springer, International Series in Quantitative Marketing