Almost every company collects digital information as part of their marketing campaigns and uses it to improve their marketing tactics. Data scientists are often tasked with using this information to develop statistical models that enable marketing professionals to see if their actions are paying off. In this course, you will learn how to uncover patterns of marketing actions and customer reactions by building simple models of market response. In particular, you will learn how to quantify the impact of marketing variables, such as price and different promotional tactics, using aggregate sales and individual-level choice data.

Response models for aggregate data
Response models for individual-level data
Extended sales-response modeling
Extended choice modeling