The course gives an introduction into applications of data science in the fields of marketing and supply chain management. In this semester, we will focus on marketing science methods.

The course is organized in two modules: Module 1 will cover concepts and methods to develop models for customer-base analysis and for deriving critical components of "customer lifetime value" (CLB). Module 2 will focus on tools for evaluating targeting strategies in online advertising and for evaluating the effect of online display ads' viewability on advertising effectiveness.

In both modules, conceptual foundations and their applications will be covered. All analyses will be done using R. 

According to the examination regulation full attendance is intended for a PI. Absence in one unit is tolerated if a proper reason is given.

The final grade of the course will depend on

• In-class participation (10%)
• progress evaluation (20%)
• Post module 1 assignment (35%)
• Module 2 project work (35%)

Successful conclusion of the course 1 of SBWL Data Science.

Please be aware that, for all courses in this SBWL, registration is only possibly for students who successfully have completed the entry course (Einstieg in die SBWL: Data Science).