This course will explore data analytics from a practical marketing perspective. In so doing, delegates will learn how to analyse marketing data and metrics generated from various marketing channels, how to manipulate data using data analytics software, how to track and measure consumer behaviour, and how to apply data analytics tools to predict and measure the efficiency of an organisation’s marketing efforts. Additionally, delegates will examine the importance of marketing analytics for systematic allocation of marketing resources. Importantly, this course will also demonstrate how marketing analytics can be used to improve marketing decision making and how to derive key insights from marketing data. In this way, various tools used for generating marketing insights from data will be explored including segmentation, targeting and positioning, customer value assessment, and product and price decisions using conjoint analysis.
By the end of the course, delegates should be able to:
• Assess the role of marketing analytics as a decision support tool in an organisation.
• Analyse consumer-generated data using sophisticated data analytical tools.
• Use data analytics tools to track and measure consumer behaviour, outcomes and experience including conversions and engagement.
• Explore marketing data using data visualization tools and techniques.
• Translate output from marketing data analyses into understandable and communicable business insights using data visualization tools.
The new era of marketing demands a critical understanding of data. Thus, the purpose of this course is to foster delegates’ exploration of the benefits of analytical approaches to marketing decision making and to enable delegates to develop the knowledge and skills needed to undertake such analyses. Moreover, this course will help to prepare future marketing analysts who understand the importance of leveraging marketing analytics to obtain competitive advantage, and who are capable of analysing marketing data to inform business decision making.
The goal of this course is to develop delegates’ capabilities of using analytical tools to assess marketing data to derive key business insights and to address real-world marketing problems.
The following subject areas will be addressed:
• Leveraging Consumer-generated Data
• Understanding and Exploring Marketing Data
• Descriptive Statistics
• Predictive Analytics
• Customer Value Assessment
• Segmentation and Targeting: Tools and Techniques
• Positioning
• Product and Pricing Decisions using Conjoint Analysis
• Key Concepts of Data Visualization
• Data Visualization, Presentation and Storytelling
• Harvesting Value from Marketing Analytics
This course will be delivered online. Delegates will be engaged through lectures, interactive discussions, and individual and group activities designed to develop their data analytics skills through practical exercises involving marketing analytics tools and software.
TBA
