In today's business landscape, the collection of digital information has become an integral part of marketing campaigns for almost every company. This data is then utilized to enhance marketing strategies and tactics. Data scientists play a crucial role in this process, as they are responsible for analyzing this information and developing statistical models that provide valuable insights to marketing professionals. This course aims to equip you with the necessary skills to uncover patterns in marketing actions and customer reactions through the creation of simple market response models. Specifically, you will learn how to measure the impact of various marketing variables, such as pricing strategies and promotional tactics, by utilizing both aggregate sales data and individual-level choice data. By the end of this course, you will have a comprehensive understanding of how to effectively quantify the influence of marketing variables on consumer behavior. This knowledge will enable you to make informed decisions and optimize marketing strategies to achieve desired outcomes.