Why this programme

Data Science and Marketing Analytics
Student smiling at the camera

Whether you buy something online, take the train or make an insurance claim, virtually everything you do contributes to the vast amount of data collected. Clever analysts help companies and organisations to benefit from this important resource. In the Data Science and Marketing Analytics programme at Erasmus School of Economics, students focus on the tools and skills that are needed to analyse so-called Big Data and turn it into meaningful insights.

Data Science and Marketing Analytics combines theory and practice from computer science, marketing, economics and statistics in such a way that the potential of Big Data and AI can be used successfully to create greater value for consumers and firms. It offers our students a thorough understanding and knowledge of a wide range of techniques that can all handle the large and heterogeneous data sources that are prevalent in many modern business settings.

This provides the foundation needed by students to select the right method, from simple summary statistics to advanced machine learning and AI approaches, for the right question to obtain relevant business insights. During the programme students are already challenged to successfully complete a company project where they use real company data and data science methods to gain relevant marketing insights. The company projects of the past years showcase the broad relevance of the knowledge students acquire in the programme, with cases including, among others:

  • Understanding why and when customers unsubscribe from the company newsletter
  • Using social media sentiments to predict ad campaign effectiveness for a charity
  • Building a recommendation system for products on a website
  • Analysing the impact of angry/emotional calls on call service agent productivity
  • Optimise the customer journey through attribution modeling
  • Prioritizing restaurants for acquisition on a food delivery platform

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Find out more about this programme.

    Is this the right choice for you?

    Are you interested in learning programming skills that allow you to collect, clean and analyse such data? Do you have the perseverance and confidence needed to acquire the skills to apply and tweak the latest machine learning methods in a business setting? In this programme you will be able to put all of this to good use.

    The following traits will stand you in good stead to study Data Science and Marketing Analytics at Erasmus School of Economics:

    • Your ambition is to provide data driven answers to business problems
    • Being at the forefront of developments in data analysis appeals to you
    • Analytical thinking is your forte
    • You are not afraid of some mathematical notation
    • You feel comfortable working in English.

    Why study Data Science and Marketing Analytics in Rotterdam?

    By combining the computer science and statistical expertise of our renowned Econometrics Institute with the business insights of top researchers of the Marketing Department, we have created a programme that offers a unique combination of profound insights into data science and artificial intelligence with a clear view of the application of these methods in practice. Students also bring their knowledge and skills to practise, as the programme includes real life cases in close cooperation with companies and non-profits eager to interact with the students.

    In addition, Rotterdam is a vibrant, multicultural city that is at the forefront of exciting developments in industry, logistics, science, culture and architecture.

    Choosing a study is quite a challenge! Still in doubt about this study and want to have a good overview? Receive a clear digital brochure for this study.

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