With the first module, we will measure and identify satisfied customers to adjust product or service accordingly. To measure the customer satisfaction we will measure expectations, performance and disconfirmation of the offered product or service. We will also provide an overview of marketing analytics used to gauge the effectiveness of different marketing activities. Finally, we will go through measurement and scaling techniques.

We will explore the marketing world through process of A/B testing, design of experiments, data analysis, and hypothesis testing. Next, we study Analysis of Variance (ANOVA) which is used to determine significant differences between two or more categorical groups. We will study ANOVA’s assumptions, test inference and different types of ANOVA. We also spend some time in designing experiments.

We will learn about the Binary Outcome model using Logit function. The Logistic regression is sued when the dependent variable has a binary outcome. Next, we cover Multidimensional Scaling (MDS). MDS is used in marketing to understand the pair-wise similarity of the individual cases of data-set. This technique maps the individual cases onto a 2-dimensional Cartesian graph for visual analysis.