Executive Ed Masterclass

Using Data Analytics for Marketing Communication

About this course

Data analytics and the resulting insights are powerful tools to help inform and make better business decisions, but only when paired with real-world insight into the cause of the problem or issue. 

For example, your company’s shopping cart page may show a big drop-off, but analytics alone won’t tell you why users are leaving. This masterclass is designed to provide you with the knowledge and skills needed to use data analytics effectively to develop and implement effective marketing communication strategies.

This masterclass introduces the Medill/IMC process; methods of customer valuation and lifetime value estimation, of optimizing contact points and attribution in marketing communication. It will also provide an overview to the analysis of unstructured data in marketing communication, teaching the basis of programming in Python and the basis of natural language as well as training a model with positive and negative messages.


Edward C. Malthouse

Erastus Otis Haven Professor of Integrated Marketing Communications, Medill School, Northwestern University
Professor of Industrial Engineering and Management Science, McCormick School of Engineering, Northwestern University

Carlos Arcila Calderón

Assistant Professor at the Department of Sociology and Communication
University of Salamanca (Spain) 


This is a multi-day event: September 22, 23, 24, 29, 30, and October 1, 2019
4:30 - 9:30pm

Participants must attend all 6 sessions in order to receive a certificate.


Room 1-302
Northwestern University in Qatar
Education City
Campus directions


USD $1,850


50% discount offered to Northwestern University and Education City alumni or Qatar Foundation employees

20% discount for members of NU-Q Executive Learning Community

Language of Instruction

English (with simultaneous interpreting in Arabic)

Registration is open