Data-driven Leadership: Marketing analytics for seniors

Data is ubiquitous. A substantial volume of data exists, encompassing customer loyalty programmes, credit card transactions, online shopping carts, and user-generated evaluations and reviews. This data can be utilised to analyse previous purchasing patterns, forecast forthcoming ones, and suggest novel strategies to impact future purchasing decisions. The application of descriptive analytics, predictive analytics, and prescriptive analytics will be covered in this course as they pertain to critical areas of customer analytics. In order to make well-informed business decisions, this course offers a comprehensive introduction to the field of analytics. It covers data insights decipherment and the theoretical foundations of customer analytics.

This rigorous course delves into the topic of consumer analytics, equipping you with the ability to comprehend, forecast, and influence consumer behaviour. Using marketing tools and techniques discover hidden facts by utilising descriptive analytics to identify patterns and client groups. Make use of the potential of predictive analytics to anticipate future behaviours and recognise consumers with significant value. Utilise prescriptive analytics to go beyond mere predictions by creating customised plans that enhance engagement, foster loyalty, and maximise return on investment.

After completing the course learners will be able to:

Describe the main techniques businesses employ to get customer data and understand how this information can impact the decisions they make.

Communicate essential concepts concerning consumer analytics and how the subject influences business decisions.

Identify the primary tools used to forecast customer behaviour and their appropriate usage.

Share the background of customer analytics and the most recent best practices from leading businesses.

Lecture and workshop

This course is designed for marketing managers seeking to include Marketing Analytics into their decision-making process. Senior managers who aspire to become Chief Marketing Officers (CMOs) are encouraged to attend.