Quick Summary: Marketing Analytics is a diploma-level course in the IIT Madras BS in Management & Data Science that turns marketing decisions into data problems — segmentation, customer value, and measuring what actually works. It combines the business thinking from the foundation with the Python and statistics you have built. This guide maps the syllabus.
📋 Table of Contents
Where this course fits
Marketing Analytics is one of the most career-relevant diploma courses — nearly every company wants people who can measure marketing spend and customer behaviour. It applies your statistics and Python skills to a specific, high-demand business function.
Syllabus — topic by topic
- Marketing metrics — the KPIs that matter
- Segmentation & targeting — grouping customers with data
- Customer analytics — RFM and customer lifetime value (CLV)
- Market response & pricing — how demand reacts to marketing levers
- Campaign measurement — A/B testing and attribution
- Digital & web analytics basics
Exact week-wise content is on the official student portal; the above is the reliable topic map.
What to focus on
Segmentation, CLV/RFM and campaign measurement (A/B testing) are the high-value, portfolio-worthy topics. Tie each technique to a real business question, and reuse your Python skills to compute the metrics on sample data.
Common mistakes
❌ Ignoring the statistics behind A/B testing.
❌ Treating segmentation as a formula rather than a decision tool.
❌ Not connecting analysis to a marketing action.
Frequently Asked Questions (FAQs)
Do I need a marketing background?
No. The course builds the marketing concepts you need and focuses on analysing them with data.
Is this useful for jobs?
Very. Marketing and customer analytics are among the most common analyst roles, making this a strong portfolio course.
Your analytics journey starts at the qualifier.
Related diploma guides: HR Analytics · Financial Analytics · Supply Chain Analytics · diploma overview. See the full program guide and all IITM BS guides.
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[…] diploma guides: Marketing Analytics · HR Analytics · Financial Analytics · diploma overview. See the full program guide and all IITM […]
[…] diploma guides: Marketing Analytics · HR Analytics · Supply Chain Analytics · diploma overview. See the full program guide and all […]
[…] diploma guides: Marketing Analytics · Financial Analytics · Supply Chain Analytics · diploma overview. See the full program guide […]