Welcome!

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Welcome to the course Marketing Analytics! This course covers the conceptual foundations of data analysis techniques for marketing managers and applications of these methods to different data sets. The course will be delivered in parts using the flipped classroom teaching method. This means that students are required to familiarize themselves with the contents by means of self-study before each session (i.e., by going through the assigned materials on their own). This website is intended to aid the self-study process by providing you with explanations regarding the relevant concepts and methods in text and video format along with code files and commented outputs that will show you how to implement these methods using the statistical software R.

The self-learning process will be complemented with compulsory in-person weekly interactive sessions in the PC lab, which provide ample opportunities to train the acquired knowledge and clarify points that require further discussion.

The following pages outline the course schedule and explain how to use this tutorial in detail. If you have any questions, feel free to send me a short email.

Nils Wlömert
nils.wloemert@wu.ac.at
Daniel Winkler
daniel.winkler@wu.ac.at