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

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 team 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

Request for Information

UCH-PAM-ENG

https://online.professional.uchicago.edu/info-typ/mkb-pam-infotyp/

Career Outlook

$

199

k

The median pay for advertising, promotions, and marketing managers in the US

24.5%

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

$

22.1

B

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

Potential Job Titles in Marketing-Applied Predictive Analytics

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 Instructors

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.

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.