75334 - Marketing Metrics Laboratory

Learning outcomes

The goal of the course is to provide students with an understanding of the tools and approaches that can be used to measure the effectiveness of marketing expenditures and the understanding of how to assess and communicate the returns from marketing spending to management. Specifically, participants will leave this course knowing: - how to determine which marketing metrics are the most appropriate for different business; - how to assess the marketing data available as input metrics; - how to calculate the most relevant output metrics; - how to develop additional sources of data; - how to implement a marketing measurement program.

Course contents

Introduction to the main multivariate techniques, how to build and test a questionnaire, exploratory factor analysis, conjoint analysis, muldimensional scaling, cluster analysis, experimental design, MANOVA

Readings/Bibliography

Multivariate Data Analysis -7th edition- Hair, Black, Babin - Pearson Ed.

Teaching methods

Frontal teaching in the lab; analyses of datasets in the lab using SPSS; group assignments

Assessment methods

team work assignements; written exam where students have to comment an output (e.g. a Conjoint output, a MANOVA test, etc) and answer 2-3 practical questions about how/when to use certain methods (e.g. a hierarchical Clustering) or how to evaluate/use the results of an analysis (e.g. of an MDS)

Teaching tools

SPSS; excel

Office hours

See the website of Daniele Scarpi