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Focused at the intersection of marketing strategy and marketing analytics students will develop skills that will allow them to design, execute, analyze and communicate A/B and multivariate tests, designed to provide definitive answers to business questions like, “Which advertisement should we use?”, “How much should we be willing to spend on an advertisement?”, “Which product design should we go with?” Students will gain fluency in executing statistical methods including confidence intervals, regression, optimal design, and sequential experimentation. Students will become adept at communicating data-based conclusions to business leaders and will devise strategies for developing a culture of data-based decision making in business organizations.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: (MKTG 601 [Min Grade: C] or MKTG 510 [Min Grade: C]) and (STAT 601 [Min Grade: C] or STAT 610 [Min Grade: C])