325223 :Marketing Analytics for Big Data

General info

Instruction language English
Type of Instruction Lectures (Lecture schedule)
Type of exams Assignments (Examination schedule)
Course load:6 ECTS credits
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dr. G. Knox (Coordinator)

N.J.F. Bombaij


Marketing Analytics for Big Data surveys several topics within the new and emerging field of big data. Marketing analytics itself (e.g., profiling, segmentation) is not new. Yet big data has brought about several new techniques, new applications, and new types of data that are all becoming increasingly important for marketing managers and analysts to understand and apply. The course is designed to give students a broad overview of several areas rather than an in-depth presentation of any one particular technique, application or data type (which could easily occupy an entire course or more). At the end of the course, students should be able to:

  • Select and recommend appropriate techniques and relevant data to solve a given marketing problem
  • Explain the differences between big data analytics and more traditional analytics
  • Describe how analytics discussed in class are used in practice


The course comprises 5-6 lectures as well as several on-site visits to companies practicing in the area of big data marketing analytics. Topics include:

  1. Web analytics (analysis of clickstream data)
  2. Customer journey analytics
  3. Dynamic targeting (recommendation & personalization systems)
  4. Sentiment analysis
  5. Social Network analysis


Attendance is mandatory.

Compulsory Reading

  1. to be announced.

Compulsory for

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