This course provides the skills needed to make intelligent use of marketing data in making recommendations about marketing strategies. These skills are learned through a combination of lectures, cases, and “hands-on” exercises with actual business data. The course is designed to equip the student with practical “know how”, which can be used immediately on the job. Students gain a working knowledge of qualitative methods, causal tests, linear regression for pricing optimization, logit model for accurate advertising targeting, Gabor-Granger model for freemium pricing, cluster tools for consumer segmentation and positioning, and an introduction to natural language processing and AI recommendations systems.