Prerequisite(s): INFO 583 and MKTG 585. Restriction(s): Graduate students in the Feliciano School of Business. This course is an intermediate to an advanced course that presumes solid familiarity with statistics, the basics of data analytics, and primary marketing concepts and theories. This course provides students with hands-on experience in preprocessing and analyzing various marketing datasets using different platforms. This course covers numerous applications of data analytics to the marketing field, such as understanding customer lifetime value, customer acquisition, and growth, measuring customer preferences, building recommender systems with personalization, advertising, retention and churn, social media influence, and discovering customer needs.