UVA-MOD-0212Y

Aug. 14, 2014

MARKETING ANALYTICS

Syllabus

Course Description
This course will focus on developing marketing
strategies and resource allocation decisions driven by
quantitative analysis. Topics covered include market
segmentation, market response models, customer
profitability, social media, paid search advertising,
product recommendation systems, mobile geo-location
analysis, media attribution models, and resource
allocation. The course will draw on and extend students
understanding of issues related to integrated marketing
communications, pricing, digital marketing, and
quantitative analysis. The course will use a combination
of cases, lectures, and a hands-on project to develop
these skills.
Big Data in Marketing Project
About Darden Course Syllabi
The Darden Graduate School of
Business Administration is regularly
recognized as having one of the worlds
premier teaching faculties within
business education. Darden Business
Publishing is pleased to provide current
Darden course syllabi for verified
faculty members. They provide
instructors with context as to how cases
used in a particular sequence achieve
the learning outcomes of the teaching
teams at the Darden School. Use the
modules in these course syllabi as a
reference for updating the case materials
within your schools programs.

Students project idea should address a business problem for an existing brand or product
using big data analytics. The final project report should provide marketing strategy guidelines for
the business problem, addressed using analysis of big data. Some project ideas are given below:

What are customer perceptions of hybrid cars? How does the Toyota Prius compare to
other hybrid cars on the market? You might use customer surveys and social media
conversations to obtain a perceptual map.
Through a conjoint experiment, students could evaluate how consumers trade off between
prices and the various attributes and features of a vacation cruise line.

This syllabus was prepared by the marketing faculty of the Darden School of Business at the University of Virginia.
Copyright 2014 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
To order copies, send an e-mail to sales@dardenbusinesspublishing.com. No part of this publication may be
reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means
electronic, mechanical, photocopying, recording, or otherwisewithout the permission of the Darden School
Foundation.
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A team might identify drivers of customer revenue and retention for an online grocery store
such as Relay Foods. How can Relay Foods use this information to customize its products
marketing materials and its overall marketing communications?
What are different customer segments for Harris Teeter? Do the segment sizes differ across
stores? How can Harris Teeter use this information to design its product assortment?
How can a brand such as Red Bull measure brand equity using Twitter conversations? Do
Twitter conversations provide a predictive model of the success of Red Bulls events and
sales of Red Bull?
How can a software company such as Intuit manage its media allocations across traditional
media such as TV, and new media such as paid search advertising, Facebook, and
YouTube?

Data sets are provided for the project in the content area, under Project Data. Teams are
also welcome to use data that they collect or source on their own.

Students may use any of the following marketing research techniques taught in GBUS
8630, Big Data in Marketing, or GBUS 7606, Marketing Intelligence:

conjoint analysis
cluster analysis
factor analysis
regression analysis
perceptual maps
logistic regression
collaborative filtering
text analytics
spatial regression
attribution models
machine learning

Project Report

The project report should contain the following elements:

executive summary
research objective
research plan and methodology
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analysis of data findings

conclusions
recommendations

Students will present project results on the last two days of the course. The presentation
deck will also serve as the project report. Additional appendices may be submitted with the
presentation deck as part of the project report. More importance will, however, be placed on the
presentation deck when evaluating the report.

Project Evaluation

The project score will be determined by the teams final report, the teams presentation in
class, and a peer evaluation of project team members.

Additional Course Materials

This Marketing Analytics course has inspired a textbook published by Pearson

Education/FT Press titled Cutting-Edge Marketing Analytics: Real World Cases and Data Sets for
Hands On Learning by Rajkumar Venkatesan, Paul Farris, and Ronald T. Wilcox. The book
exposes students to practical marketing analysis through the presentation of a best-practices
marketing analytics methodology. This framework is augmented by case studies that illustrate the
quantitative and data analysis tools needed to allocate resources, define optimal marketing mix,
perform effective analysis of customers and digital marketing campaigns, and create high-value
dashboards and metrics. Support videos and data for the book are available at
http://dmanalytics.org.

Darden Course Instructors

Darden Teaching Faculty Cases by This Author

Rajkumar Venkatesan Venkatesan cases

Course Outline

Class Materials Topic

Introduction
1 Dunia Finance LLC (A) (UVA-M-0842) Resource Allocation
A Resource-Allocation Perspective for Marketing
Analytics (UVA-M-0861)
Big Data: The Management Revolution (HBR article)
K-means Workbook In-Class Exercise
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Module I: Product Management (UVA-MOD-0212)

2 Cluster Analysis for Segmentation (UVA-M-0748)
Using XLStat for K-means Clustering (tutorial)
K-means Workbook In-Class Exercise
3 Segmentation at Sticks Kebob Shop (UVA-M-0866)
4 Collaborative Filtering In-Class Exercise
Product Management: Segmenation
Product Management: Segmentation
Product Management: Data Products

Module II: Marketing-Mix Allocation (UVA-MOD-0213)

5 Portland Trail Blazers (UVA-M-0773) Conjoint Analysis
A Practical Guide to Conjoint Analysis (UVA-M-
0675)
6 Design of Price and Advertising Elasticity Models Marketing Mix Allocation
(UVA-M-0805)
Multiple Regression in Marketing-Mix Models
(UVA-M-0855)
7 Svedka Vodka (C): Marketing Mix in the Vodka Marketing Mix Allocation
Industry (UVA-M-0803)
Supplemental Spreadsheet Available
Module III: Customer Management (UVA-MOD-0213)
8 Logistic Regression (UVA-M-0859) Customer Management
In-Class Exercise
9 Retail Relay (C) (UVA-M-0868) Customer Management: Customer Profits and
Retention
Supplemental Spreadsheet Available
10 Dunia Finance LLC (B) (UVA-M-0862) Customer Management: Cross-Selling and
Optimization
Dunia Finance LLC (C) (UVA-M-0863)
Supplemental Spreadsheet Available
Module IV: Digital Marketing (UVA-MOD-0214)
11 Motorcowboy: Getting a Foot in the Door (A) (UVA- Digital Marketing: Paid Search Advertising
M-0814)
Motorcowboy: Getting a Foot in the Door (B) (UVA-
M-0815)
Motorcowboy: Getting a Foot in the Door (C) (UVA-
M-0816)
Paid Search Advertising (UVA-M-0860)
12 In-class Exercise Digital Marketing: Unstructured Data
Guest Speakers: Gordon Swartz and Bill Sheldon,
Angoss Software
13 Cardagin: Local Mobile Rewards (UVA-M-0825) Digital Marketing: Mobile Marketing and
Supplemental Spreadsheet Available Spatial Regression
14 Student-Led Project Discussions Team Project Report Presentations
15 Student-Led Project Discussions Team Project Report Presentations