Over time, Marketing and Analytics have cultivated an instrumental partnership to understand and quantify customer demand for products and services. Due to the rapid adoption of the Internet, explosion of digital channels, and evolvement of powerful database solutions, it’s possible to understand and predict customer behavior in ways that were unimaginable just five years ago. In these four modules, we will discuss how the field of marketing is using analytics for competitive advantage through content that is educational, and client case-study driven.