Digital Marketing

Analytical software tools in marketing

  • Class 30
  • Practice 30
  • Independent work 120
Total 180

Course title

Analytical software tools in marketing

Lecture type


Course code






Lecturers and associates

Course objectives

The goal is to familiarize students with existing analytical software tools used in marketing. Through lectures, students will be introduced to functionalities of analytical software tools for collection and preparation of data, opportunities they have to perform the preliminary analysis, the method of selection of algorithms for modelling. Through exercises, students will learn how to independently select and apply best tool and solve business challenges.


Students will learn how to use Google Analytics, data analysis in Excel, how to build a predictive model in Microsoft Azure Machine Learning, IBM SPSS Modeler.

Required reading

Chorianopoulos, A.: Effective CRM using Predictive Analytics

Additional reading

McCormick, K.; Abbott, D.; Khabaza, T: IBM SPSS Modeler Cookbook, Birmingham, 2013; Jeff Barnes: Microsoft Azure Essentials: Azure Machine Learning, 2015.;
SPSS Modeler 18.0 Documentation

Minimal learning outcomes

  • Use Excel for data manipulation, calculation of descriptive statistics and graphical procedures, and interpret results.
  • Choose, apply and interpret simple models in SPSS Modeler.
  • Choose, apply and interpret simple models in Microsoft Azure ML.
  • Use Google Analytics for data analysis

Preferred learning outcomes

  • Choose, apply and interpret simple models in Excel.
  • Choose, apply and interpret complex models in SPSS Modeler.
  • Choose, apply and interpret complex models in Microsoft Azure ML.
  • Advance Google Analytics usage
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