Marketing analytics is the systematic study of customer data to optimize customer utility, while simultaneously improving the return on marketing and business investments. The term analytics refers to the application of statistical techniques to large databases to convert data into information and actionable recommendations. Analytics can also be used to study an organization's purchase and sale data to understand the value of different customer segments and create more accurate customer response and demand forecasting models. Analytics can provide critical and timely input to managerial decision making to make it more data drive and, ultimately, more effective. LSBE's minor is marking analytics for non-LSBE students is designed for students with strong mathematics and statistics backgrounds. The marketing analytics minor builds upon these quantitative skills and develops data analysis skills and business knowledge.