TU6.1 - Data marketing

Objectives:

This course covers all the marketing activities carried out online to get in touch with customers or prospects, such as for example the maintenance of a website or blog, social networks, or digital advertising.

content:

•       e-Marketing & e-Commerce,

•       Webmarketing (SEA / SEO / em-mailing),

•       Marketing Growth / Inbound Marketing,

•       Strategy and commercial action plan (online / offline),

•       E-CRM,

•       360 Communication,

•       Brand management,

•       Experiential marketing (e-shopping).


TU6.2 - Survey Consumers data Analysis, text mining & NLP

Learning process of transforming unstructured text into a structured format to identify meaningful patterns and new insights.

content:

·        Introduction to Text Mining,

·        Preparing data,

·        R packages for Text mining,

·        Descriptive statistics of a corpus,

·        Idem for specific groups of documents,

·        Wordcloud,

·        Studying documents and words using correspondence analysis (CA),

·        Studying relations between documents and categories using multidimensional factorial analysis,

·        Clustering a corpus,

·        Predictive models using text data,

·        Natural language processing.