Course Materials

Author

Affiliation

Dr Wei Miao

UCL School of Management

Induction and Week 1 materials are available now. Further materials will be released week by week.

Induction Week

• Install R, RStudio and Quarto
• Set up RStudio
• R Basics
• Common R errors

[Week 1] Module Introduction and Profitability Analysis

• Lecture 1: Introduction to Marketing Analytics
• Lecture 2: Marketing Profitability Analysis
• Case Study: Profitability Analysis for Apple Inc.

Coming soon

• [Week 2] Customer Lifetime Value — not yet released
• [Week 3] Data Wrangling and Descriptive Analytics — not yet released
• [Week 4] Unsupervised Learning for Customer Segmentation — not yet released
• [Week 5] Supervised Learning for Customer Targeting — not yet released
• [Week 6] Causal Inference and A/B Testing — not yet released
• [Week 7] Linear Regression Models — not yet released
• [Week 8] Endogeneity and Instrumental Variables — not yet released
• [Week 9] Natural Experiment — not yet released
• [Week 10] Frontiers of Marketing Analytics — not yet released