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Course Syllabus

Bachelor 2025/2026

Marketing Metrics and Customer Analytics

Type: Compulsory course (Marketing and Market Analytics)
Delivered by: Department of Marketing
Where: HSE Graduate School of Business
When: 2 year, 3 module
Open to: students of all HSE University campuses
Instructors: Alexandr Vladimirovich Krasnikov
Language: English
ECTS credits: 3
Contact hours: 36

Course Syllabus

Full SyllabusAsk Question

Abstract

Despite its undeniable importance to the success of companies and organizations, marketing remains one of the least understood and, as a result, often under-measured functions. Technological innovations have provided marketers with unprecedented access to data, requiring them to account for their marketing investments. Therefore, the ability to work with metrics is a crucial skill for any professional. A metric is a system that quantifies a trend, dynamic, or characteristic. Metrics enable comparisons across markets and time periods, facilitate understanding of marketing phenomena, and improve decision-making. In this course, students will evaluate and develop key metrics for understanding marketing problems using various models and scenarios. Specifically, the course offers methods for quantifying the value of customers, products, and distribution channels—all within the context of various marketing strategies.
Learning Objectives

Learning Objectives

  • Apply quantitative and qualitative tools to devise marketing metrics.
  • Use metrics and testing to gain customer insights and design marketing strategy.
  • Practice tools and methods of communicate metrics to management.
Expected Learning Outcomes

Expected Learning Outcomes

  • Apply marketing strategy frameworks: 5Cs, 3Vs, and STP
  • Evaluate company's marketing tactics (mix)
  • Assess customer value created
  • Apply metrics for targring profitable customers
  • Compare different targeting methods using lifts and gains metrics
  • Estimate and assess Customer Lifetime Value (CLTV)
  • Use marketing metrics for relationship management
  • Deploy Net Promoter Score and related metrics to manage customer satisfaction
  • Plan and implement marketing experiments
  • Appraise different experimental designs
  • Implement A/B testing
  • Create infographics for communicating insights from analytics
  • Apply visual tools to describe marketing metrics and relationships between variables
  • Appraise qualitative and quantitative approaches to measuring customer value
Course Contents

Course Contents

  • Marketing strategy overview
  • Targeting profitable customers
  • Customer lifetime value (CLTV) and loyalty models.
  • Conducting marketing experiments
  • Methods for informing management and communicating metrics and test results.
Assessment Elements

Assessment Elements

  • non-blocking Participation during lectures
    Grade for this component is determined by the participation during lectures
  • non-blocking Input during seminars
    Activity during the seminars
  • non-blocking Home assignments
  • non-blocking Project - Customer Value Map
  • blocking Exam
Interim Assessment

Interim Assessment

  • 2025/2026 3rd module
    0.4 * Exam + 0.27 * Home assignments + 0.1 * Input during seminars + 0.1 * Participation during lectures + 0.13 * Project - Customer Value Map
Bibliography

Bibliography

Recommended Core Bibliography

  • Bendle, N. T., Farris, P. W., Pfeifer, P. E., & Reibstein, D. J. (2016). Marketing Metrics : The Manager’s Guide to Measuring Marketing Performance: Vol. Third edition. Pearson FT Press.
  • Carpenter, G. S., & Shankar, V. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing.
  • Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2017). Key Marketing Metrics : The 50+ Metrics Every Manager Needs to Know: Vol. Second edition. FT Publishing International.
  • Kohavi, R., Longbotham, R., Sommerfield, D., & Henne, R. M. (2008). Controlled experiments on the web: survey and practical guide. Data Mining and Knowledge Discovery ; Volume 18, Issue 1, Page 140-181 ; ISSN 1384-5810 1573-756X. https://doi.org/10.1007/s10618-008-0114-1
  • Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management, Global Edition (Vol. Sixth edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419605
  • Market Segmentation : A step-by-step guide to profitable new business, Croft, M. J., 1994
  • Market segmentation: how to do it, how to profit from it, McDonald, M., 2004
  • Marketing 6.0 : the future is immersive, Kotler, P., 2024
  • Marketing strategy : based on first principles and data analytics, Palmatier, R. W., 2021
  • Philip Kotler, Kevin Keller, Delphine Manceau, & Aurélie Hemonnet-Goujot. (2019). Marketing Management (16e édition). Post-Print. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.hal.journl.hal.02176421
  • Positioning the Brand : An Inside-Out Approach Riezebos, Rik; van der Grinten, Jaap Routledge 2012 ISBN: ISBN number:9780415665186, ISBN number:9780203802489
  • Ries, A., & Trout, J. (2000). Positioning : The Battle for Your Mind (Vol. 20th anniversary ed). New York, N.W.: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=55579

Recommended Additional Bibliography

  • Krum, R. (2014). Cool Infographics : Effective Communication with Data Visualization and Design. Indianapolis, Indiana: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=654832

Authors

  • KRASNIKOV ALEKSANDR VLADIMIROVICH