How is big data shaping marketing decisions?
How is the data collected and used?
What are the issues involved?
Course objectives and positioning
The unprecedent volume of data (big data) that companies have today to base their decisions are completly reshaping the marketing approach. For the companies, big data represents an opportunity to rethink their market approach, their value proposition for the customer, their communication, for a customer client. The data can even be used to exceed and anticipate the customer expectations.
More than ever, companies need managers who are familiar with these new logics, and with knowledge on this new ecosystem to enable them to take optimal decisions. Analysis and exploitation of customer data exceed the only marketing direction and affect all the company's services, from a strategic and operational perspective.
This course offers a pedagogical path that combines company, marketing and technology strategies, in order to reach a better approach of these questions. It will welcoming "great witnesses", engineers from the Ecole Polytechnique, who have chosen to work in Data Marketing, and will be sharing their expertise, experience and vision with the group.
Final sessions will be dedicated to the participation in a full-scale data challenge, based on anonymised data from real companies, in groups with students of the PIC Master's programme at the Ecole and students of the Université Panthéon-Assas, specialized in Law & Communication. (This challenge won the pedagogical innovation in management science award in 2020)
- Teaching coordinator: Pez Virginie