MARKETING ANALYTICS

COURSE DETAILS

​Successfully marketing brands today requires a well-balanced blend of art and science. Today, marketing and sales professionals need proficiency not only across traditional communications channels, but also in data analytics and computational thinking to operate in an evolving digital marketing environment. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers and sales team confront daily. Data Analytics for Marketing and sales professionals focuses on the background information and frameworks analysts need to be successful in today’s digital business world.

The course is organised around daily marketing and sales problems in areas of data analysis. Moreover, widely used software (i.e., Microsoft Excel, Tableau and Power BI) is used to implement the analyses. These arrangements ensure that the knowledge and skills you learn from this course are work-ready for a wide range of business, from local small business to multinational giants.

In the course, trainees are strongly encouraged to start thinking as marketers by asking questions of their data, setting their own direction for the analysis in the project and thinking about how a company could utilise the results in practice.

LEARNING OUTCOMES

The program’s unique curriculum extends beyond the theoretical to provide you with practical knowledge and skills to collect, parse, visualize, and analyze marketing data. Students will gain hands-on experience in obtaining consumer insights, applying marketing analytics tools and practices, and transforming data insights into optimized marketing strategies.

You will be able to:

• Identify and use the advanced marketing analytic tools to analyse a variety of data collected by marketers and sales team.
• Understand valid and reliable ways to collect, analyze, and visualize data from different marketing and sells activities.
• Utilize data in decision making for agencies, organizations, or clients
• Gain an overview of advances in marketing and sales
• Choose appropriate data sources and analytical tools to design a sophisticated analytical study.
• Translate the output from analyses into managerial insights that is understandable to marketing managers.
• Competently and confidently communicate results of the findings using better data visualization tools.
• Demonstrate an ability to work in teams and determine self-direction in undertaking tasks, i.e. choose what needs to be done, rather than do what is told.

COURSE OUTLINE

The course outline below is exclusive of a detailed breakdown structure of learning areas across different tools and technologies to be used. The actual breakdown of the focus areas is availed to the trainees after running a needs assessment through which the trainees will be introduced to a number of tools and technologies to be used. Their participation in will provide basis to determine the key priority areas which will therefore culminate into the overall customization of the course content. However, designing a marketing analytics program, data mining and predicting consumer behavior, targeting and optimizing marketing communications and marketing automation will be the main areas of focus. The modules below give more hints on study areas.

MODULE ONE

This module is designed to help the trainees master myriad of skillsets they need to apply different use cases in their marketing and sales analytics. Whereas the trainees will focus more on generating insights, the strategies and the tools relevant for transforming the insights into actionable business perspectives will also be shared. They snapshot of the major items in this module will include but not limited to:

• Conversions measurements
• Different forms of conversions
• Metrics and KPIs

MODULE TWO

The module will focus on different streams through which sales and marketing data can be generated, processed, presented, reported and visualized to provide a better business perspective. The efforts will also be put in generating hygienic data from a large pool of information. Different data collection and data cleaning tools will be applied to achieve this goal. Therefore, in summary, the information will include:

• Data collection
• Clean up

MODULE THREE

This module will feature different data mining and data warehousing tools to help the trainees transform insights into results. Business Intelligence tools that dominate the market will be the major concertation in this module. Among the key deliverables in this module will be:

• Presentation, Reporting and Visualization / Dashboarding

TRAINING OUTCOMES

At the end of training, this training will provide the analytics knowledge, skills, and competencies to address marketing and sales data related issues in organisations. It will introduce the central concepts of marketing and sales analytics and via hands-on exercises, build skills and competencies around the management, analysis and representation of data. Building on traditional marketing and sales skillsets, the course includes understanding traditional marketing and sales tracking in the context of data analysis and making decisions based on data-driven approaches. In addition, the course discussions are based on the idea of how analytics can be incorporated in various marketing and sales processes.

TARGET AUDIENCE

Marketing and sales managers and professionals, business owners, and other managers who have marketing and sales responsibilities and are interested in demonstrating how analytics adds measurable value to the organization. Therefore, trainees should already possess fundamental knowledge of the marketing and sales domain, interest in the field and have relevant work experience. The eligibility criteria are set to ensure that participants are ready to meet the programme challenges and pace. The most prominent target audience fall among the following:

• Chief Marketing officers (CMOs)
• Marketing analysts
• Leads generation team
• Sales Representatives

WHO WILL YOU LEARN FROM?

The programme has been designed by our team of marketing and sales Professionals and consultants, who draw on rich experience from working across industries. The syllabus has been framed to enable you to learn from the comfort of your home and at the pace you find comfortable. The structure, too, has been formulated keeping in mind the experience and the qualification of participants. You will have access to live troubleshooting and uncertainty clearing sessions with our facilitators during the course of your programme. Additional resources include our series of continuous webinars on the most relevant analytics topics, which are conducted by our team of subject matter experts.

THE LEARNING MODEL

The trainer uses up-to-date training techniques and a variety of training methods to give all participants the best opportunities for learning, including:

• Class Session (instructor-led virtual classroom, on-premise training, virtual self-paced)
• Group Discussions
• Simulations exercises
• Case studies and Problem-Solving Exercises
• Individual assignments
• Templates and tools

WRAP-UP

As an Marketing and sales business partner, you are in a unique position to use data to make your work easier and more strategically impactful.

Data is a powerful tool to drive and substantiate your work as a Business Partner. This course is designed to equip you with the skills to use sales and marketing data, reports, and metrics in your daily work activities and drive better people-related decisions.

WHAT WILL YOU GET?

• Expert-led physical and Virtual Sessions
• 1 Year LMS Access and Support
• Capstone Project & Case Studies
• Ongoing support for 12 months
• Complimentary Recertification
• Access to Davinci Alumni Network

TEAM

Receive a personalized approach to online education that ensures you’re supported by

the Davinci team of experts throughout your learning journey.

Head Learning Facilitator

A subject matter expert from Davinci who’ll guide you through content-related challenges

Success Manager

Your dedicated support rep at Davinci, available during business hours to resolve technical challenges.