Tuesday, May 28, 2013

Yes, We DO Teach Database Marketing at the Undergraduate Level






If you have heard of "Big Data" you may be interested in taking Database Marketing or hiring some of our grads for your company. "Big Data" technically refers to databases that are so large they can't be analyzed using standard statistical techniques.  However, all companies today are benefiting from data analysis and Database Marketing can help you understand how this is done and build the foundation for an entry-level job in the industry.  Together with Google Analytics from Marketing 470, students graduation from the IM program have a sound foundation in data analytics.

This video describes what we do in Database Marketing 455 at Northern Illinois University.  Students work with real-life company data that has been cleansed for teaching purposes.  They use basic statistical techniques in IBM SPSS such as t-tests, cross-tabs and regression to analyze a company's internal customer information, augmented with outside data and predict who the best customers will be and what will most likely make them profitable.  We them move on to segmentation techniques and  logistics regression to predict response.  Finally we look at some non-statistical data mining techniques such as CHAID and Neural Networking using IBM SPSS Modeler.  We compare three different predictive response models and analyze lifts, gains, and profitability.

Thanks to +Nicole Gault and +Mike Glassberg for putting this information together.

Congratulations to them both and to all our Spring 2013 Interactive Marketing graduates!

By Debra Zahay-Blatz.
You can find Debra on  and Twitter as well as LinkedIn.
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