STRATEGIC MARKETING ANALYTICS


What is the value of your brand? How can you increase the number of people your brand reaches at a lower cost? How should you make smarter product price and promotion discussions? What does your customer really want?

Our Marketing Analytics course helps answer these age-old questions with sophisticated statistical models which is very useful for Brand Managers, Sales & Marketing Heads, Distribution Heads as well as Small & Big Business Owners.

All topics/methodologies will be covered using Case Studies in various business scenarios so that the participants/trainees get a hand on experience and are able to use these techniques with expertise at their work places and make their organisations grow on a much faster pace by making profitable investment decisions at every step
The training will be conducted using the following tools: SPSS/Statistica and R software.

Marketing Analytics Quiz

Download Case Study
Subscriber Churn

COURSE CONTENTS

Pre-requisites:MS Excel and Basic Statistics including concepts like (Hypothesis Testing, Parametric and Non Parametric Tests and Multiple Linear Regression).
Proficiency in at least one statistical tool such as SAS, SPSS, R, Minitab, JMP etc.


Course Duration: 24 Hours

• Module 1:Marketing Analytics and Relationship with CRM
• Brief description about marketing and its various elements.
• Description about analytics
• Role of Analytics in Marketing
• How analytics can be beneficial for the Marketing of an organization (Business Examples and case study)
• Market Basket Analysis

Module 2: Segmentation and Targeting
• Understanding Segmentation and its importance in creating marketing strategies
• Objectives and subjective segmentation
• Decision tress, CHAID/ CART Analysis, cluster & factor analysis (Business Examples and Case studies)
• Cross-sell, up-sell and CHURN model

Module 3: Campaign Effectiveness
• Understanding Marketing Campaigns, and their effectiveness
• Different kind of campaign and their analysis
• Market Mix Modeling
• RoMI, Test and Learn, Creating Propensity Model to understand Campaign Effectiveness (Business Example and Case Study)

Module 4: Branding & Customer Perception
• Introduction to Brand Management, Brand Measurement, Brand Positioning, Brand Metrics, Brand Asset Valuation, Brand Vitality Assessment, Multi-dimensional Scaling (Business Example and Case Study)
• Different kind of methodologies of survey in marketing, data collection, different types of scales, data analyzing