Imperial College London

Dr Stijn Maesen

Business School

Assistant Professor of Marketing



+44 (0)20 7594 9117s.maesen CV




379Business School BuildingSouth Kensington Campus




Marketing Analytics - BUSI70062


Course Leader

Marketing Analytics - BUSI97206


 “We are drowning in information and starving for knowledge.” – Rutherford D. Roger

The Marketing Analytics module aims to provide an in-depth insight into the importance that Analytics plays in decision-making and predicting. We consider how the understanding of effective measurement can enhance different aspects of marketing management. The module covers how data is collected, stored, processed, disseminated and interpreted to support marketing strategies in rapidly changing offline and online market environments. We will cover a selection of key industry tools from leading analytics providers such as IBM and Google.


  • The importance of data analysis and management in the context of marketing strategy development and planning
  • Analytics for market research and available online tools
  • Analytical skills
  • Business Intelligence
  • Consumer profiling
  • Advertising and Campaign Metrics
  • Measurement of marketing effectiveness
  • Brand measurement and valuation
  • Digital Analytics – web and social
  • Data Visualisation
  • Analytics for Brand Measurement
  • Data protection and compliance


The module will focus on the practical analytical aspects of Market Analytics, including online practical application of analytics tools, to enable the student to:

  • Understand and interpret Market Analytic reports
  • Be able to make considered judgements and decisions with regard to marketing strategy development
  • Use appropriate analytical tools and models to direct marketing-related decision makers


Course Leader

Marketing Analytics - BUSI97727


Course Leader