Certificate in Marketing Analytics

About the course

Organizations, whether large or small, are often overwhelmed with data of the consumer and their choices. It is this wealth of information that needs to be interpreted. Marketers are increasingly expected to use analytics to evaluate profound insights into customer preferences and trends, which can be further used for future marketing and business decisions.

In this course, we introduce the tools that learners will need to convert raw data into marketing insights so that businesses can understand what drives consumer actions, refine their marketing campaigns and optimize their return on investment.

The course will enable you to make data-driven marketing decisions, define and evaluate brand, measure customer lifetime value, test hypotheses, and interpret outputs.

Program outcome

The program aids the learner with a holistic understanding of marketing as a function and embedding it with analytics to achieve the following outcome:

• Measuring the impact of marketing efforts on the brand value over a period.
• Measure customer lifetime value and use that information to evaluate strategic marketing alternatives
• Design basic experiments so that you can assess your marketing efforts and invest your marketing spent most effectively
• Learn the marketing metrics and how to apply them to your data
• Know how to ask the right questions from your data
• Build a marketing initiative forecast model from the ground level
• Build a dynamic dashboard to summarize your analysis

Who should attend? 

• MBA – Marketing students who intend to build their career into the new dynamics of marketing technology and analytics.
• Consultants and marketing professionals who wish to advance their analytical skills and move into more strategic roles.

Program coverage

Module 1

• Introduction to Marketing Analytics
  
• How to use Marketing Analytics
• Applications
• STP Marketing
• Market Mix
• Cross Selling and upselling

Module 2

• A/B Testing Marketing Analytics
• Best Element to A/b test

Module 3

• Customer Analytics
• Know your customer - what they want
• Customer Acquisition - Cost and life-time value

Module 4

• Markvo model

Module 5

• Market basket analysis
• Association rule in data mining
• Market Basket Analysis In Python

Module 6

• Final business intelligence
• Dashboard understanding
• Power BI Desktop understanding
• Functions in Power BI Desktop

Module 7

• Introduction to problem statement
• Data loading in power BI
• Overview of the final dashboard
• Power query editor and data modeling
• Visualisations- header and card visuals
• Visualisations- line and stacked column chart
• Visualisations- line chart
• Visualisations- matrix
• Visualisations- decomposition tree
• Visualisations- slicer and navigation button

Program deliverables

• Around 16 hours of eLearning videos
• Access for six months
• Online assessment
• EY Certificate of Completion post assessment
• Query handling through dedicated email support

Certification

Participants will receive a certificate of completion at the end of the course on successfully clearing the assessment. 

Course fee

• INR 12,000 + GST