Marketing Analytics and e-Commerce

Note: This course takes place in May 27 - June 24, 2020.

This course is intended to (a) help students understand the applications of marketing analytics and how to turn it into actionable insights to improve a company’s business model. In addition, students will (b) learn how to conceptualize the various e-commerce business models that exist in the context of digital disruption, and how to grow quickly and/or profitably a multi- omnichannel model. Finally, students will (c) examine the improvements in marketing enabled by data-driven decisions with special focus on e-commerce.

Real-world examples with companies such as Samsung, Harley-Davidson, Johnson & Johnson, Coca-Cola, Airbnb, Magazine Luiza, Natura Cosmetics, Zulily and Netflix will show how marketing analytics informs important decisions. Cases in many industries and companies will be discussed to show how to use this knowledge to grow online and offline channels, besides improving a firm’s multichannel strategy based on analytics insights. 

Leandro Guissoni is a faculty in the marketing unit at FGV (São Paulo School of Business Administration, Fundação Getulio Vargas) and a Research Fellow of the Darden School of Business, University of Virginia.

He has also served as a visiting scholar at Harvard Business School in 2018 to work on e-commerce projects during his post-doctoral research. At FGV he teaches Marketing Analytics, Channel Management and E-Commerce in the MBAs, Professional Masters and executives. Guissoni has won awards for his teaching every year since 2013. He served as the head of the Johnson & Johnson Brand Challenge from 2013-2016, a course winner of the 2014 Best Teaching Practices Award promoted by FGV. His books on Marketing Metrics, Trade and Shopper Marketing have sold more than 20,000 copies, and the latter was selected as 2011 book of the year in Brazil. He holds a PhD in Business from the University of Sao Paulo. At the Darden School, in 2016 he taught Marketing Metrics in the Full-Time MBA, and he has worked on some research projects on marketing analytics since 2011. Prior to his current role at FGV, he was a partner of Markestrat Consulting and worked in the Marketing Department at Coca-Cola in Brazil. Leandro is also a board member of ToolboxTM, a local consultancy in Brazil that serves large global and local consumer packaged goods companies. Currently, he is one the chairs of the Latin American Retail Annual Conference hosted in Brazil (CLAV-FGV). Guissoni’s research area is Marketing Metrics, Shopper Marketing and E-Commerce, and his research has been featured in the Journal of Retailing, Harvard Business Publishing, Marketing Intelligence & Planning, and The Washington Post. He has developed applied research projects and case studies in collaboration with leading companies and executives in Brazil such as Natura Cosmetics, Coca-Cola, Online Marketplace OLX, Trov, Nielsen, Johnson&Johnson and Magazine Luiza.

Course Date & Time

May 27 - June 24, Wednesdays at 7 p.m. Sao Paulo time