Erasmus School of Economics - Erasmus University Rotterdam

MSc Economics and Business - Specialisation in Data Science and Marketing Analytics

Whether you buy something online, take the train, or make an insurance claim, virtually everything you do contributes to the vast amount of data collected. Clever analysts help companies and organizations to benefit from this important resource. In the Data Science and Marketing Analytics program at Erasmus School of Economics, students focus on the tools and skills that are needed to analyze so-called Big Data and turn it into meaningful insights.

Data Science and Marketing Analytics combines theory and practice from computer science, marketing, economics, and statistics in such a way that the potential of Big Data and AI can be used successfully to create greater value for consumers and firms. It offers our students a thorough understanding and knowledge of a wide range of techniques that can all handle the large and heterogeneous data sources that are prevalent in many modern business settings.

This provides the foundation needed by students to select the right method, from simple summary statistics to advanced machine learning and AI approaches, for the right question to obtain relevant business insights. During the program students are already challenged to successfully complete a company project where they use real company data and data science methods to gain relevant marketing insights. The company projects of the past years showcase the broad relevance of the knowledge students acquire in the program, with cases including, among others:

• Understanding why and when customers unsubscribe from the company newsletter
• Using social media sentiments to predict ad campaign effectiveness for a charity
• Building a recommendation system for products on a website
• Analyzing the impact of angry/emotional calls on on-call service agent productivity
• Optimize the customer journey through attribution modeling
• Prioritizing restaurants for acquisition on a food delivery platform

Why study Data Science and Marketing Analytics in Rotterdam?

By combining the computer science and statistical expertise of our renowned Econometrics Institute with the business insights of top researchers of the Marketing Department, we have created a program that offers a unique combination of profound insights into data science and artificial intelligence with a clear view of the application of these methods in practice. Students also bring their knowledge and skills to practice, as the program includes real-life cases in close cooperation with companies and non-profits eager to interact with the students.

In addition, Rotterdam is a vibrant, multicultural city that is at the forefront of exciting developments in industry, logistics, science, culture, and architecture.