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Machine Learning for IMC

IMC 490 (Elective)

Machine Learning for IMC covers building, interpreting and applying predictive models used in marketing communications research.

In this class, you will explore many of the issues that arise in building such models (e.g. exploratory vs. confirmatory studies, inductive vs. deductive reasoning, multicollinearity, heteroscedasticity, nonlinearity, interactions, model selection, regularization, bias-variance tradeoff, extrapolation and the curse of dimensionality). The course helps you understand how and why different methods work, which methods are well-suited for certain situations, and the extent of the conclusions that can be drawn from various models.