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Marketing and Sales
Marketing Analytics
Overview:
Introduction:
In today's data-driven landscape, marketing success hinges on the ability to harness insights effectively. This immersive program provides hands-on experience with cutting-edge analytics tools and techniques, empowering both seasoned marketers and newcomers to drive meaningful impact in their marketing efforts, refine strategies, enhance targeting, achieve measurable results, and tackle real-world challenges with confidence, enabling them to stay ahead in a rapidly evolving marketplace.
Program Objectives:
By the end of this program, participants will be able to:
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Understand Marketing Analytics fundamentals and its modern business significance.
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Learn to collect, process, and analyze diverse marketing data.
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Gain proficiency in popular analytics tools for insights.
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Interpret and communicate analytical findings effectively.
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Apply analytics to real-world case studies.
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Optimize marketing campaigns, budgets, and ROI.
Targeted Audience:
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Marketing Managers and Directors.
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Digital Marketing Professionals.
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Advertising Executives.
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Business Analysts.
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Market Researchers.
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Entrepreneurs and Business Owners.
Program Outlines:
Unit 1.
Introduction to Marketing Analytics:
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Understanding the role of data in modern marketing.
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Types of marketing data and their sources.
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Introduction to key analytics concepts and metrics.
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Importance of data quality and ethical considerations.
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Exploring Emerging Trends and Technologies in Marketing Analytics.
Unit 2.
Data Collection and Preparation:
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Data collection methods: surveys, web analytics, social media data, etc.
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Data cleaning, validation, and transformation.
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Exploratory data analysis for marketing insights.
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Implementing Data Privacy and Compliance Measures in Marketing Data Collection.
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Leveraging Automation and AI for Streamlining Data Cleaning and Preparation Processes.
Unit 3.
Marketing Analytics Tools and Software:
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Analyzing Marketing Analytics Platforms: Comparing features for better decisions.
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Enhancing Data Visualization: Improving insights for smarter choices.
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Practical Case Studies: Applying Analytics to real business situations.
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Customizing Analytics Software: Tailoring solutions to meet specific needs.
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Integrating Marketing Tools: Ensuring smooth data flow across systems.
Unit 4.
Customer Segmentation and Targeting:
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Importance of customer segmentation in marketing
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Demographic, psychographic, and behavioral segmentation.
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Targeting strategies based on segmentation analysis.
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Case study: Creating effective buyer personas.
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Leveraging Advanced Analytics for Dynamic Customer Segmentation and Targeting Strategies.
Unit 5.
Measuring Marketing Effectiveness and Optimization:
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Key performance indicators (KPIs) for different marketing goals.
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ROI measurement and attribution modeling.
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Case study: Analyzing a multi-channel marketing campaign.
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Implementing Marketing Mix Modeling for Holistic Performance Evaluation.
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Exploring Data-driven Insights for Continuous Campaign Iteration and Improvement.