To become an effective modern marketer, you need to understand how to extract value from the mountains of historical data that you have. Machine learning techniques can be applied in a myriad of ways to make sense of large data sets and enhance marketing performance.

Insights are extracted from data using artificial intelligence (AI) and analytics models, but that doesn’t mean you have to be a data scientist. Through the lens of a real-world simulation, each module in the Applied Marketing Analytics program lets marketing managers leverage existing data to help make decisions about their products, including promotions, pricing, and profits.

This program is designed to be a career-defining next step for marketers and related roles who already work with analytics and strive to understand customers better, ask better questions, and ultimately make better decisions that drive marketing return on investment (ROI).

Register for this informative webinar to learn more about the upcoming Applied Marketing Analytics program from Kellogg Executive Education.
Fri, Jun 24, 2022 · 9:00 AM Central Time (US & Canada) (GMT -5:00)
  • Hear from pioneering thought-leaders
  • Dive deeper into fascinating topics that are changing the world
  • Explore how our multifaceted learning approach will help you create lasting impact
  • ...and so much more!
Florian Zettelmeyer
Kellogg School of Management, Nancy L. Ertle Professor of Marketing, Faculty Director, Program on Data Analytics at Kellogg, and Chair of Marketing Department
Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also founded and directs the Program on Data Analytics at Kellogg, the school's Big Data and Analytics initiative.

Professor Zettelmeyer specializes in evaluating the effects of information technology and big data on firms. More generally, his work addresses how the information consumers have about firms, and vice versa, affect firm behavior. He has extensively studied the auto industry as a laboratory to understand the effects of customer information, investigating the effect of the Internet, the passthrough and effectiveness of promotions, and what consumers' online journeys predict about their purchase behavior. 

He has received numerous teaching awards and been voted "Outstanding Professor of the Year" by Kellogg MBA students. He is a Research Associate of the National Bureau of Economic Research (NBER). 

Professor Zettelmeyer received a degree in business engineering from the University of Karlsruhe (Germany), a M.Sc. in economics from the University of Warwick (UK) and a Ph.D. in marketing from the Massachusetts Institute of Technology.
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