Marketing Analytics Ecosystem: Customer Behavior, Data and Technology

Marketers want to deliver timely and relevant messages to their customers in support of brand building, acquisition, cross-sell, and retention. Though there are a wide array of channels, tools, and technologies available to multi-channel, multi-product marketers, the path to success is not an easy one.

The most formidable challenges include:

• What Are the Delivery Tools and Technologies Available to Marketers?
• Where and How to Spend Marketing Dollars Most Effectively?
• What Metrics Should Be Set to Gauge Success?
• What Data Are Available to and Generated by the Ecosystem?

The tools, metrics, and data used to execute and evaluate marketing spend can be described as the marketing analytics “ecosystem.” A common industry term is the “marketing technology stack.”

This class will provide a topical overview to the ecosystem and by the end of the class, have an understanding the connectivity between the marketing technology stack, the data utilized, data generated and useful metrics. This background is essential for students interesting in how marketing can drive successful outcomes for customers and for the business.

This is a five-week class.