This course focuses on transforming customer and market secondary data from internal sources (sales, web traffic) and external sources (social media, syndicated data) into meaningful insights for market targeting, positioning, and campaign evaluation. Students gain hands-on Python experience managing, visualizing and interpreting secondary marketing data, and solving real-world marketing problems. Core topics include marketing data management, A/B testing, customer segmentation, brand positioning, and customer lifetime value. The course introduces text and image analytics for understanding consumer perception and examines how AI-enhanced tools are reshaping marketing analytics while raising questions about data quality, privacy, and ethical use. Prerequisite: MARK 5311 or consent of the Marketing Department.