This course explores customer data analysis techniques and their theoretical foundations to help students acquire analytic skills that can be applied to real-world market-related problems from empirical data in such areas as segmentation, market positioning, satisfaction management, customer lifetime analysis, customer choice, and drive marketing maximization, effectiveness and optimization return on investment (ROI).  The course covers how to analyze data to understand customers and inform marketing decisions, evaluate the quality and usefulness of available data and analyses conducted by others, and communicate analysis-based conclusions to colleagues and managers.