In this course, students will apply data mining techniques in a real world case study. The case study concerns microtargeting in political campaigns, but the principles apply equally to any marketing campaign involving individual-level messaging. This course is really a “lab” for practically testing your skills in a real world context. You should have some facility with R or Python, and some familiarity with predictive modeling, before taking this course.
Note: This course is also listed as Persuasion Analytics, the study of micro-targeting and uplift modeling. The data in the course are sizeable and complex, and the domain (political targeting) is relatively new and unlikely to be familiar to most students, hence the course is ideal as a real-world case study for analytics students who need to be prepared to apply their analytical skills to new situations. Students who sign up for Persuasion Analytics will use curated, reduced data sets and an Excel add-in; students who are taking Predictive Analytics Project Capstone as part of their certificate program must use the full dataset and either R or Python.
