Advanced Analytics for Marketing

Advance data-based marketing decision making to boost ROI.

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DATES: Spring 2018


Carnegie Mellon University – Tepper School of Business
Executive Education
Pittsburgh, PA 15213

Advance your marketing ROI and strategic decision-making skills.

The Carnegie Mellon Tepper School of Business Advanced Analytics for Marketing program provides the most powerful statistical approaches for understanding, predicting and prescribing marketing solutions spanning across mix and product line decisions. This program goes beyond foundational statistics by exploring a wide range of advanced models applied directly to problems and opportunities for marketing analysts and decision makers.

Key topics:

  • Descriptive models for segmentation, product development and new market entry 
  • Analytics techniques for predicting demand, share, marcom response rates, cannibalization and promotional program return 
  • Prescriptive models for optimizing product lines, marketing spend and mix decision making 
  • Machine learning approaches for marketing decision support 
  • Integrative analytics: How marketing and operations analytics work together for enterprise performance



Effective organizations integrate functional teams for success. The Advanced Analytics for Marketing program will run in tandem with an Advanced Analytics for Operations Optimization track. Attend with colleagues from operations to develop capabilities across the organization. Learn More.

  • Program Overview

    As more sophisticated analytical techniques make it possible to harness the power of data for better decision making, business leaders increasingly need a deeper understanding of how analytics impact business results. Advanced Analytics for Marketing offers the opportunity to grow your statistical analysis, work with new marketing models, and consider how advanced analytics can impact market share, boost customer and brand loyalty and drive financial performance. 

    Through interactive lectures by leading faculty and guest experts, case study examination and more, the Advanced Analytics program will boost both your quantitative analytic and managerial leadership skills, allowing you to lead your organization to growth.



    Online Preparation

    Day 1

    Opportunity for Analytics

    - Model types

    - Data appreciation

    - Exploratory analysis


    Day 2

    Descriptive and Predictive Analytics

    - Segmentation and targeting

    - Demand forecasting

    - Marketing response and return


    Day 3

    Prescriptive Models

    - Marketing spend optimization

    - Brand/product portfolio optimization

    - Monetizing analytics


    Day 4


    Integrating Analytics

    - Expanding impact

    - Translation to business partners



    * Program topics subject to change

  • Participants

    Participants include:

    • Marketing analysts and managers from marketing research, product and brand management, promotions, customer teams, forecasting and decision support
    • Advertising and Marketing consulting professionals from strategy, research, media and account management
    • Data Scientists interested in marketing specific applications of analytics models
  • Featured Faculty

    Advanced Analytics for Marketing will be led by distinguished professionals and faculty members from across Carnegie Mellon University. 

    Alan MontgomeryAssociate Professor of Marketing

    • Electronic marketing; clickstream analysis; price optimization; Bayesian statistics; decision theory

    Param Vir Singh, Associate Professor of Business Technologies, Carnegie Bosch Junior Faculty Chair

    • Business technologies

    Willem-Jan van Hoeve, Carnegie Bosch Associate Professor of Operations Research

    • Operations research; optimization; constraint programming; hybrid solution methods; decision diagrams for optimization; real-world applications of vehicle routing and scheduling

    Vibhanshu Abhishek, Associate Professor of Information Systems

    • Emerging technology impacts on consumer behavior, business strategy and market structure


  • Fee and Terms

    Fee: The program fee of $4,900 per participant covers instruction, course materials and on-campus meals. A non-refundable $250 deposit will be invoiced at the time of registration. The balance of the program fee is due prior to the start of the program.

    Accommodation: Logistic details will be communicated to participants after registration. Cost of accommodation is not included in the program fee. Recommendations for local hotel options can be provided, however rooms reservations and transportation are the responsibility of the participant.

    Cancellation policy:

    • All requests to cancel must be received in writing.
    • Qualified substitutes for registration can be accommodated.
    • Cancellations forfeit the deposit fee.