Teaching

2026 Spring — Quantitative Marketing Analytics

University of Liverpool Management School

Slides:

• R Tidyverse for Marketing Analytics — Interactive textbook (revealjs)

Topics covered:

• Customer Analytics & Segmentation
• Predictive Modelling for Marketing
• NLP and Text Analytics
• Machine Learning Model Evaluation
• Data Visualisation for Marketing

Student resources:

• HCT Digital Marketing Lab — Interactive ML lab
• Feedback Form — Weekly session feedback

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Teaching Philosophy

I teach marketing analytics with a focus on interpretability over complexity — every model output should translate into a clear marketing decision or insight. Students from non-technical backgrounds should leave with both conceptual understanding and practical skills.

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Previous Terms

• 2025 Fall — Machine Learning for Marketing, Data Visualisation, Intro to Deep Learning