Big Data Marketing

Week 1 (1/26)

  1. Startup Marketing & Growth Hacking (slides)

Week 2 (2/16)

  1. Marketing Engineering and Analytics (slides)
  2. BookBinders Club Case Analysis (slides)
  3. allegro_smart_sheet_v3.xlsx (Excel file)
  4. BreakevenROI.xlsx (Excel file)
  5. Adbudg.xlsx (Excel file)
  6. Bookbinders_Minder_Demo.xlsx (Excel file)
  7. “Analyze Data” feature in Excel: empowers you to understand your data through natural language queries that allow you to ask questions about your data without having to write complicated formulas. (link)

Week 3 (2/23)

  1. Data and Big Data for Business Intelligence and Marketing Analytics (slides)
  2. Northwind database – northwind-BDM.accdb (Microsoft Access required, Windows only)
  3. Pivot table example in Excel – T4_Excel_Access_Integration.xls
  4. Grocery Sales data warehouse example – GROCERY2003.accdb (Microsoft Access required, Windows only)

Week 6 (3/16) – Chapter 4: Positioning

  1. Product/Brand Positioning (slides) – The slide deck ends at #69.
  2. Tools for Positioning: OfficeStar Case Study (slides)
  3. Readings
    1. The Marketer’s Guide to Segmentation, Targeting, & Positioning (STP Marketing)
    2. A Complete Guide to Successful Brand Positioning (link)
    3. Mapping Your Competitive Position by Richard A. D’Aveni 2007 HBR article (link)

Week 8 (3/30) Chapter 6: New Product Design and Conjoint Analysis

  1. New Product Design & Conjoint Analysis (slides)
  2. Tools for Conjoint Analysis: OfficeStar Case Study (slides)
  3. Readings
    1. **Malcolm Gladwell, “The Ketchup Conundrum,” September 6, 2004 Issue, New Yorker (link) (for a better version in Word at this link)
    2. Watch also Choice, happiness and spaghetti sauce | Malcolm Gladwell (video)

Week 9 (4/6) Chapter 7: Marketing Mix and Pricing Decision

  1. Marketing Mix and Pricing Decision (slides)
  2. Pricing Decision/Optimization: OfficeStar Case Study (slides, Excel File)
  3. Resource Allocation of Marketing Mix: OfficeStar Case Study (slides)
  4. Readings
    1. *The Ultimate Guide to Pricing Strategies (link)
    2. *Marketing Pricing Analytics – The Gabor-Granger Method – Applications in Excel (Watch the Video and Excel files ==> Use my modified Excel file)
    3. Blue Mountain Coffee (case pdf, Excel model)
    4. Gabor-Granger Pricing Method (link with a video)
    5. Media Marketing Mix Modeling (video)
    6. tn10_-_resource_allocation_technical_note.pdf (link)
    7. technical_note_response_models.pdf (link)

There is no class on 4/13.

Week 10 (4/20) Chapter 8: Digital Marketing: Panel Data Analysis and Sentiment Analysis

  1. Digital marketing (slides)
  2. Panel Data Analysis (slides, Excel FIle for Keywords)
  3. Panel Data Analysis: OfficeStar Case Study (slides)
  4. Sentiment (Text) Analysis – Topic Modeling (slides) (optional)
  5. Sentiment (Text) Analysis: OfficeStar Case Study (slides)
  6. Readings
    1. New Frameworks for Marketing in the Digital Economy (Marketing 4.0-Part 2 (Chapters 5-7)) (link)
    2. What Is Social Sentiment Analysis and Why Is It Important? (link)
    3. Search vs. Display: Which Google Ads Network Should You Use? (link)

Addition Online Resources

  • Dr Nic’s Maths and Stats Videos (video list)
  • Introduction to Business Analytics – 2 hours and 13 minutes online course (link)
    • Regression (video) from a playlist ==> Very good and concise
    • Logistic regression (video)
    • ⭐️ Table of Contents⭐️ for this video
0:00:00 Introduction to business analytics
0:12:34 Selecting filtering and sorting data
0:17:06 Formulas
0:00:00 Unions and joins
0:27:13 Aggregation
0:38:45 Contingency table
0:46:25 Measures of distribution
0:50:02 Measure of variation
0:55:14 Distribution visualization
0:57:39 Normal distribution
1:02:17 Kurtosis and asymmetrical distribution
1:04:08 Sampling basic
1:07:06 Bivariate data and correlation
1:11:18 Information theory and entropy
1:14:55 **Analytical report
1:16:48 Automation
1:20:51 **Regression analysis
1:26:34 T-distribution
1:28:04 ** Logistic regression
1:32:41 Statistical error
1:35:24 Hypothesis testing
1:42:56 Co-relation
1:48:37 Discrete distribution – binomial
1:53:13 Central limit theorem
1:55:20 Basic probability
1:58:24 Variable types
2:03:15 Coding with variable types
2:07:42 Measuring center and spread
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