Algorithmic and Digital Marketing

Leveraging digital technologies to drive customer acquisition, engagement, and long-term value is an important factor for success of firms operating in the current environment. The ability to collect consumer-level behavioral data, rapid evolution of public cloud infrastructure, and programmatic access to platforms and marketplaces such as Google, Facebook, Twitter, Snap etc., have provided marketers the ability to take a customer-centric view and personalize marketing activities at very large scale. The uber-personalized nature of decision-making necessitates that firms take an algorithmic and data-analytic approach to marketing. In this course, we will explore algorithmic and analytic tools that firms can use to making marketing decisions. Some topics the course will focus on include marketing intelligence, pricing at scale, targeted advertising, search, recommendation systems and personalization of product experience. It will adopt a mix of lectures, case studies, exercises, guest lectures, and a course project to explore these topics.