Predictive Analytics for Marketing

Apply analytics techniques to measure and improve marketing performance and stay ahead of the game through a deeper understanding of consumer behaviors, desires, and trends.

Enroll this week to receive a 10% tuition reduction

About the Course

Our eight-week, online course will teach you how to optimally analyze data, estimate campaign effectiveness, segment and size markets, and use predictive modeling to forecast customer lifetime value. Additionally, its holistic approach will enable marketing and sales teams to create better and more effective marketing campaigns, execute cross-selling and up-selling more efficiently, and provide improved customer relations.

You Will Learn To:

  • Leverage data to target the right audience
  • Appropriately segment audiences for optimal contact strategy
  • Measure the impact of marketing campaigns
  • Predict future customer purchases
  • Forecast Customer Lifetime Value (CLV)

You Will Be Able To:

  • Effectively find and evaluate both internal and external sources of data
  • Develop skills to determine whether to acquire an “off-the-shelf” segmentation or build a customer segmentation in-house
  • Construct predictive equations for setting appropriate campaign sizing to meet financial targets
  • Recommend the product mix to be used for marketing to each customer or prospect
  • Measure individual campaigns toward long-term customer value
  • Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network
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Career Outlook


The ranking of Market Research Analyst in US News and World Report’s 2021 Best Business Jobs




The CAGR of the marketing analytics market over the next five years

  • Brand Analytics Manager
  • Chief Marketing Officer
  • Content Marketing Specialist
  • Customer Insights and Analytics Consultant
  • Customer and Marketing Analytics Manager
  • Data Engineer
  • Data Scientist
  • Digital Marketing Manager
  • Marketing Analyst
  • Marketing Data Analyst
  • Marketing Director
  • Marketing Manager
  • Predictive Analyst
  • Predictive Analytics Consultant
  • Predictive Analytics Specialist

Meet Your Instructor

Dave Cameron, MSc
Dave Cameron, MScData and marketing analytics expert
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Dave Cameron is a seasoned data science and marketing analytics leader in both the corporate and start-up spaces. He brings over twenty-five years of experience to the University of Chicago. As a forward-thinking executive, Cameron has built and led teams on analytics thought leadership, statistical and product innovation, data-driven performance marketing, and attribution modeling for consumer acquisition, retention, and profit. He spent over twelve years at Nielsen Holdings, the global measurement and data analytics company, where he served in vice presidential roles in data science, customer segmentation, and statistical methodology. His prior positions include working as the director of data solutions at Merkle, a global performance marketing agency, and his role as the manager of target marketing for Ameritech (now AT&T). Cameron takes a strategic and pragmatic approach to solving challenging data problems by balancing learning and innovation with efficiency and automation. He earned an MSc in Applied Statistics from Ohio State and a BSc in Applied Mathematics in Computer Science from the University of Detroit Mercy.

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Do you have questions?

The University of Chicago Approach to Online Learning

Our online learning programs are crafted with your specific needs in mind. Programs combine e-learning with live, interactive sessions to strengthen your skill set while maximizing your time. We couple academic theory and business knowledge with practical, real-world application. Through online learning sessions, you will have an opportunity to grow your professional network and interact with University of Chicago instructors and your classmates.

“By directly involving students in the challenge of securing the right data and exploring potential solutions, we’re equipping them with the foundational skills required to deliver tangible results to clients.”

Register Now

Are you ready to take a leap forward and immerse yourself in a new learning experience? Register online or schedule a call to request more information. Enroll now and gain valuable knowledge and skills that will boost your career to the next level.