Pricing Analytics: The Science of Profitable Growth

To Be Announced  
	Alberto O. Cruz
Alberto O. Cruz
Director, Learning Solutions
+1 212-854-6037
Columbia University Campus
New York City 
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"The ability to use data and analytics to make pricing decisions is an essential skill that leaders need in their arsenal."
– The program's Faculty Director Daniel Guetta, Lecturer in the Discipline of Decision, Risk and Operations

Pricing Analytics

Research has consistently shown that companies using an analytics-driven approach to pricing significantly out-perform their competitors. In only two days, the Pricing Analytics program teaches executives how to use analytics to better understand their customers and design more targeted and profitable pricing and promotional programs.

Learn from our leading experts how to:

  • Develop a successful pricing strategy for your organization leveraging data analytics
  • Translate analytical insights into action, setting the right prices and promotions for your customers at the right time
  • Integrate analytics into your core business processes
  • Link pricing analytics to your corporate strategy

Learn how to turn data into insights that drive improved performance and profitable growth for your company.

The program is offered by Columbia Business School Executive Education in partnership with the School's Center for Pricing and Revenue Management and its sponsor, IRI.

About the Center for Pricing and Revenue Management
The Center for Pricing and Revenue Management is a joint initiative of Columbia Business School and the Industrial Engineering and Operations Research department of the Fu Foundation School of Engineering and Applied Science at Columbia University. The Center’s activities focus on research, education, and industry practice in pricing, customer, and business analytics.

About IRI
IRI is a leading provider of big data, predictive analytics, and forward-looking insights that help CPG, OTC health care organizations, retailers, and media companies grow their businesses. Sharat K. Mathur, Senior Vice President and Practice Leader at IRI Strategic Analytics, will be a guest speaker at this program. Sharat Mathur works with clients to define their go-to-market strategy and develop their pricing and trade promotions programs. He helps clients develop their analytic capabilities and solutions as well as change their strategy and processes. To learn more about IRI, visit

For a complete program schedule download the agenda.

Please Contact Us

Please contact our Learning Solutions Specialists at 212-854-3395 for a personal conversation to learn more.



The primary areas of focus of the Pricing Analytics program include:

  • Core models, methodologies, and theories of pricing analytics
  • Data and analytics tools used to support pricing and promotion decisions
  • Best practices for building and deploying pricing analytics capabilities
  • Translating analytic insights into action
  • Metrics to measure the impact of pricing changes

Key Learnings

  • Learn new approaches, methodologies, and strategic frameworks to enable your firm to better link pricing analytics insights, pricing, and promotion decisions to market strategy and execution
  • Bridge leading academic work with practical commercial advances to develop a roadmap to profitable growth for your organization
  • Use comprehensive data sources and advanced analytics to learn more about customers and develop products, prices, and promotions to better target them
  • Apply analytics to pricing, sales, and marketing decisions in an integrated way

Upon completion of this program, you will earn two days towards a certificate with select alumni and tuition benefits. Learn more.


Sample Sessions

Understanding the primary approaches, analytic models, and methodologies used in pricing analytics to support decision making

  • Alternative approaches to pricing
  • Methodologies to identify pricing opportunities
  • Theories of pricing: price-response curves, willingness to pay, and price elasticity models
  • Customer segmentation, price discrimination, and customized pricing
  • Alternative techniques, models, and latest developments

Supporting better pricing and promotions decisions with analytics

  • Theory of price analytics
  • Micro-economic heritage
  • Empirical “truths” / econometric development
  • Available techniques and latest developments

Employing pricing analytics within an organization

  • What to use, when, and where, and how to organize pricing
  • Building an intelligent revenue growth strategy
  • Best practices for internal engagement
  • Navigating, interpreting, and validating results
  • Bringing insight to life

Translating insights from analytics into action

  • Driving a culture of inquiry and acceptance
  • Solutions for accessibility and enablement
  • Ensuring effective execution of pricing policies
  • Performance management & compliance monitoring
  • Supporting course corrections in a dynamic marketplace

Measuring the benefits

  • Measuring value & contribution of price analytics
  • Pricing and promotion impact on brand equity
  • Case studies highlighting businesses that leveraged pricing analytics programs to drive growth

For a complete program schedule download the agenda.


Pricing Analytics is designed for mid to senior-level executives who want to better understand how analytics can be used to improve pricing and marketing decisions, revenue growth and profitability.

The program focuses primarily on business-to-consumer pricing. However, most of the material will be relevant to executives across industries, companies, and geographies. Past participants have included executives from the CPG, retail, financial services, transportation, hospitality, aerospace, media, consulting, healthcare, and automotive industries.

Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for programs lasting up to seven days. More on the Alumni Tuition Benefit.

Typical Participant Mix

Geographic Spread

Years of Management Experience

Job Function



Hear from Past Participants:



Daniel Guetta, Faculty Director
Director of the Business Analytics Initiative and Lecturer in the Discipline of Decision, Risk and Operations

Daniel Guetta is Lecturer in Discipline at the Columbia Business School and Director of the Business Analytics Initiative jointly led by the Columbia Business School and Columbia Engineering. He teaches classes in business analytics, including data science, pricing, and supply chain management. Prior to joining the faculty at Columbia, he was a Deployed Computational Engineer and Engagement Manager at Palantir Technologies, where he worked with clients in fields from finance to pharmaceuticals to help them solve their hardest problems using data. He completed his undergraduate studies in physics and mathematics at Cambridge and MIT, and holds a PhD in Operations Research from the Columbia Business School.

Along with Guetta, additional Columbia Business School faculty contribute to and teach in the program, including a guest lecturer from our partners at IRI.

* Program location may vary. While the majority of our programs run on campus, some programs may run off campus in New York City.