Foundations of Decision Science for Marketing

Modern marketing is no longer about guesswork; it relies on data-driven insights to optimize campaigns and maximize return on investment. This text-based course guides you through the fundamental principles of decision science, helping you turn raw marketing data into actionable business strategies. You will transition from relying on intuition to executing structured, data-informed marketing decisions. By reading through real-world scenarios and analyzing structured datasets, you will learn how to evaluate campaign performance, understand customer behavior, and allocate budgets effectively. What you'll learn: Understand the foundational terminology of decision science and its role in modern marketing; Analyze customer acquisition costs and customer lifetime value using structured data formulas; Design statistically sound A/B tests to optimize landing pages and email campaigns; Evaluate multi-touch attribution models to see which channels truly drive conversions; Apply predictive frameworks to forecast customer churn and campaign performance; Navigate modern data privacy standards and ethical data collection practices in marketing. The course starts with essential terminology and the core concepts of data-driven marketing before moving into practical metrics, testing methodologies, and predictive frameworks. Designed specifically for marketing professionals, business owners, and beginners with no prior background in statistics or data science. Start reading today to unlock the power of data in your marketing strategy.