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  • Welcome to 23c60500 Marketing Analytics!



    Update April 19th:

    The course is full and we do not accept late registrations. If you have not successfully registered for the course in Sisu, we cannot offer you a spot on the course. Sorry.

    Please begin by reading the course description below. Then, read the FAQ in the vertical menu bar on the left. If you still have any questions, please post them in the Questions forum below. Do not email Aalto faculty unless your question is of a personal nature (e.g., deadline extension due to illness). We will not answer general questions about course arrangements sent via email, nor questions that are addressed in the course FAQ.


    Changes to the course:

    Due to unexpected circumstances, the Spring 2022 course will be delivered as an independent self-study course. We apologize for the inconvenience.

    The course will run as follows: each week, we will post a video lecture, a tutorial, possible readings, and an individual assignment. Your task is to watch the video and the tutorial, and then complete the assignment. You will have two weeks to complete each assignment. The exceptions are week 1 (no lecture and exercises - instead you will need to complete an Intro to R self-study course) and week 6 (no assignment). At the end of the course, there will be an in-person exam - date and time TBA.

    Concerning Robert Kreuzbauer's earlier message: there will be no quiz on basics of statistics. Instead of Python, we will use R. The first week of the course is dedicated to completing an Intro to R course. You do not need to complete a course on Python.


    Course schedule:

    Week 1: Intro to R

    Week 2: Marketing ROI

    Week 3: Experiment in Marketing

    Week 4: Marketing Mix and Comms Modeling

    Week 5: Customer Analytics

    Week 6: Intro to Machine Learning for Marketers


    Assessment and grading:

    Four individual assignments - 10% each

    Final exam - 60%

    Details about the exam will be provided towards the end of the course.

    Contrary to previous instructions, we will use the 'R' programming environment to complete the exercises - not Python as previously specified.


    Questions or concerns?

    Please check the FAQ and the Questions forum below. If you can't find an answer, please post your question in the forum.