This course examines the major trends in digital marketing using tools from business analytics and data science. While there will be sufficient attention given to top level strategy used by companies adopting digital marketing, the focus of the course is also on business analytics: how to make firms more intelligent in how they conduct business in the digital age. Measurement plays a big role in this space. The course is complemented by cutting-edge projects and various business consulting assignments that the Professor has been involved in with various companies over the last few years. Prof Ghose has consulted in various capacities for Apple, AMD, Berkeley Corporation, Bank of Khartoum, CBS, Dataxu, Facebook, Intel, NBC Universal, Samsung, Showtime, 3TI China, and collaborated with Alibaba, China Mobile, Google, IBM, Indiegogo, Microsoft, Recobell, Travelocity and many other leading Fortune 500 firms on realizing business value from IT investments, internet marketing, business analytics, mobile marketing, digital analytics and other topics.We will learn about statistical issues in data analyses such as selection problem, omitted variables problem, endogeneity, and simultaneity problems, autocorrelation, multi-collinearity, assessing the predictive power of a regression and interpreting various numbers from the output of a statistical package, various econometrics-based tools such as simple and multivariate regressions, linear and non-linear probability models (Logit and Probit), estimating discrete and continuous dependent variables, count data models (Poisson and Negative Binomial), cross-sectional models vs. panel data models (Fixed Effects and Random Effects), and various experimental techniques that help can tease out correlation from causality such as randomized field experiments.
Computing and Data Science (Undergraduate)
3 credits – 15 Weeks
Sections (Spring 2023)
TECH-UB 38-000 (19338)01/23/2023 – 05/08/2023 Thu6:00 PM – 9:00 PM (Evening)at Washington SquareInstructed by