Duration: 1 day
Overview: Marketing is often said to be more of an art then a science. With the emergence of analytics, in all of its forms, this is becoming less true. In today’s Big Data world there is huge pressure on marketing professionals to justify their marketing spend and prove that their efforts are being converted into profit. Analytics lets marketers do this, but it is not always that easy. This short, focused seminar will demystify the world of analytics. We will simplify all aspects of analytics and, most importantly, demonstrate how you, as a marketing professional, can use analytics to apply some science to your efforts and justify spend and measure outcomes.
What Will I Learn? At completion of this course, you will have learned about:
- How to apply analytics techniques to measure, monitor and justify your marketing activity.
- The different aspects of analytics using both online and offline data – from Google analytics to predictive analytics and everything in between.
- The technical jargon surrounding analytics – know your bounce rate from your impressions, your big data from your small, and your segmentation from your predictive analysis.
- The importance of data: what data you can collect and where it comes from.
- How to use customer insight to execute better marketing campaign messages.
- How to utilise the insights you generate to plan customer-focused marketing strategies that will resonate better with customers and optimise marketing spend.
Who Should Attend? This course is aimed at marketing professionals interested in improving their understanding of how analytics can be applied to their business. So, if you want to learn about how web analytics is used to fine tune online marketing messages or how predictive analytics is used to drive effective communication to customers this course is for you.