Starting with practical marketing hot topics, this course builds data analysis and data mining models to solve practical business problems. It also introduces big data analysis and mining technology, analyzes potential customer characteristics from a large amount of marketing data, explores customer behavior characteristics, achieves accurate marketing, helps marketing team to understand business operations in depth, and supports business operational decisions.
1. Understand the main content of marketing big data and master the application of big data in marketing. 2. Understand basic marketing theories and learn to develop big data analytics based on marketing concepts. 3. Learn basic process of data analysis/excavation and master common data mining methods. 4. Learn Excel data analysis tools, master Excel and SPSS software to solve actual marketing problems (such as pricing / factor impact / forecast / customer demand / customer value / market segmentation, etc.).