Fundamentals of Marketing Analytics
Data-driven marketing can significantly help organizations to understand customer
needs and wants. Extensive data on customer attributes, transactions, social relations
and interactions, as well as other data, can be analyzed to serve organizational goals.
Customer and market insights can be gained, and marketing and other decisions can
be enhanced. Yet, while abundant data resides in information systems, few organizations
have the expertise to intelligently manage and thrive upon such data and information.
COURSE DESCRIPTION AND MAIN OBJECTIVE
In this course, participants will systematically learn fundamental techniques to acquire,
manage, and harness marketing data. Participants will gain hands-on experience with
marketing analytics techniques and software tools to analyze customer and market
data, develop marketing strategies, and allocate resources. The course conveniently
introduces the needed background, terminology and concepts, including artificial intelligence
and machine learning. Yet, the focus of the course is direct practical hands-on application
of marketing analytics techniques with real world data and for use in real world cases.
On the completion of this course, participants will be able to build knowledge and
practice of basic and contemporary concepts and principles of marketing analytics;
analyze sales transactions data using pivot tables and machine learning techniques;
conduct market basket analysis with sales transactions data and visualize the results;
and learn about digital marketing and how weblog data can be analyzed to enhance customer
experience and market exposure.
This course will address four themes:
Theme 1: Concepts & Terminology:
Analytics; Predictive Analytics; Data Science; Artificial Intelligence; Machine Learning;
Marketing Analytics; Market Segmentation; Internet and Social Marketing.
Theme 2: Analytics Projects & Processes:
Who are involved in analytics? Practical methodologies for analytics; Software tools
Theme 3: Practical Marketing Analytics:
Pivot Table Analysis; Clustering Similar Customers; Clustering Similar Products; Market
Basket Analysis; Predictive Analytics; Time Series Prediction; Chatbots.
Theme 4: Mini-Project (Team sizes of 2):
Project Description; Hands-on Work on the Mini-Project; Presentation of Result.
Professionals with the responsibility of improving marketing projects and processes
in their organizations, as well as managers and entrepreneurs who intend to build
knowledge and skills in marketing analytics.
It is preferred that delegates have at least certain basic practice and experience
with data analysis (E.g., MS Excel). Some tertiary education is also preferred, although
not a requirement. English-language competence with sufficient ability to read and
comprehend learning material, write assignments and follow/participate in discussions
on marketing analytics. While not required, participants with real-world problems
and data at hand, looking for answers and solutions, would especially benefit from
- Face-to-face learning.
- Class discussion, case studies, articles, and relevant videos.
Obtain a Certificate of Successful Completion by demonstrating knowledge, understanding and skills of the learning outcomes in practical assessments at the end of the course.