Data Analytics provide management with relevant, accurate and valid information to support decision making. The focus of the course will be on marketing research, considering a variety of practical and technical aspects related to business environment and to quantitative measurement applied in real contexts. Fundamentals of multivariate statistics (such as factorial analysis and classification methods) will be illustrated and applied to develop marketing solutions, from customer satisfaction to brand positioning. The course aims to guide the student in the selection and learning of statistical tools, with particular attention to the interpretation of results in a marketing perspective. However, the approach we will go through is very general and applies to any area of management, not just marketing.