Rutgers University Marketing
This course focuses on the use of customer databases to develop classification models with extensive use of SPSS and related software packages. The content includes a comparison of traditional RFM (regency/frequency/monetary) versus other more advanced approaches, such as logistic regression and decision trees, in maximizing the profitability of marketing campaigns. Students will learn how to build models that predict buyer behavior, as well as assess and improve model performance. Note: Students must purchase SPSS Premium software package from Rutgers software portal.
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