Enginius: bringing marketing analytics to the classroom
Overview
Enginius is a web-based platform for teaching marketing analytics. It was developed by Gary Lilien, Arvind Rangaswamy, and myself, as a way to make it easier for instructors to introduce analytical tools into their courses without requiring students to install software or learn programming.
I have been involved with Enginius both as a user and as a part owner of DecisionPro, and have achieved my highest teaching evaluations using it. The platform reflects many years of classroom experience and feedback from instructors around the world who wanted a practical, case-driven approach to marketing analytics.
Important: Enginius is entirely free for registered instructors. You can open Enginius and demonstrate in class how a conjoint analysis is done without paying a dime.
Why faculty choose Enginius
Faculty often tell us they like Enginius because it:
Runs entirely in the browser, so there are no technical barriers for students.
Covers a broad set of topics, including segmentation, perceptual mapping, conjoint analysis, resource allocation, and forecasting.
Comes with ready-to-use datasets and case studies to save preparation time.
Has teaching materials that can be adapted for undergrad, graduate, and executive-level courses.
What Enginius offers
Enginius is not meant to replace deep statistical or programming training. Rather, it’s a complementary tool to illustrate key concepts, show results visually, and help students focus on interpretation and decision-making rather than mechanics.
How I use it
I have used Enginius in MBA and executive courses, as well as Master programs, and in my experience, it helps participants and students get hands-on practice with data quickly. It’s also been useful for faculty who want to incorporate analytics without spending weeks designing datasets or troubleshooting software.
Recently, I’ve been increasingly using the embedded survey tools of Enginius, which allow my students to design surveys and collect data, immediately in the right format, to conduct positioning analyses, conjoint analyses, or segmentation studies. It helps them develop their own case studies and term projects with minimal hand-holding on my hand -to eveybody’s delight-.