This case study has been prepared to aid teaching of our MGT 349 and 505 Data Analytics courses. It is turning the classroom into a real world data and analytics challenge. The case is derived from a real project with Nissan to optimize marketing spend in the US market. It cycles through the key phases of a data analytics project of data preparation, analytics and deployment; and within analytics from words (question) to variables (hypothesis) to math (time series statistics, machine learning).

Langdon, C. 2013. MarketingRoIAnalytics@Nissan. Case Study, MGT 349/505 Data Analytics, Peter Drucker School of Management, Claremont Graduate University, LA county