Marketing has evolved into a highly analytical, technology-driven field, with concepts like ‘big data’, ‘data analytics’ and ‘marketing analytics’ now integral to success. This workshop offers a comprehensive, hands-on approach to leveraging analytics across both traditional and digital channels, incorporating the latest advancements in AI, machine learning, and data ecosystems.
This practical workshop focuses on using KPIs, metrics, and analytical tools to enhance marketing effectiveness and maximise Return on Marketing Investment (ROMI). You’ll gain insights into applying descriptive, predictive, and prescriptive analytics to evaluate past and current performance while forecasting future outcomes.
The course will enable you to:
- Develop a structured approach to marketing analytics, using best practices to drive data-informed decision-making across all channels.
- Apply advanced analytics techniques to assess market performance, customer value, and optimise marketing strategies.
- Utilise AI, machine learning, and Big Data to identify actionable insights, build predictive models, and support strategic growth.
- Integrate data analysis tools and digital analytics to refine customer journey touchpoints, optimise the marketing mix, and maximise ROMI.
Delegates will receive an Excel® workbook with templates, formulas, and spreadsheets, equipping them with practical tools to immediately apply their new skills.
This workshop is ideal for those who understand the importance of data-driven decision-making and seek practical tools to optimise and prove marketing performance. It offers a structured approach to analytics, enhancing strategic insights and driving growth. While a basic understanding of statistics is helpful, it is not essential.
- Design and implement a structured approach to data and marketing analytics, integrating key concepts (data, information, analytics, insights) and best practices
- Differentiate between Descriptive, Predictive, and Prescriptive analytics, applying each to drive strategic business outcomes
- Identify different data types (categorical, numerical) and select the most appropriate analysis tools to extract actionable insights
- Use data to design new products, assess customer value (CLTV), and conduct market appraisals for demand, competition, and market share
- Develop data-driven segmentation, targeting, and competitive positioning strategies to enhance market performance and identify growth opportunities
- Apply statistical methods to distinguish correlation from causation and build models such as Market Response Models (MRM) and Marketing Mix Models (MMM) to inform strategic planning
- Incorporate attribution modelling to optimise the marketing mix, ensuring effective allocation of resources across channels
- Integrate digital analytics, including SEM, email metrics, and social media sentiment, to optimise customer journey touchpoints, using both quantitative and qualitative data for channel evaluation
- Leverage AI, Machine Learning, and Big Data to identify patterns and develop predictive optimisation models that support data-driven growth
- Create a 90-day analytics action plan, utilising data ecosystems to guide investment decisions and maximise ROI
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
I had a very positive experience, Sarah was knowledgeable and definitely made sure to include all members of the course. I took a lot away from the course and am excited to put what I learned into practice for my firm.
Book Now
Course Pricing
Select a date
Need some help?
Speak to one of our expert learning advisers to understand more about this course, how it fits into your CIM learning journey and how we can help you with group bookings.
Phone: +44 (0)1628 427 360
Email: training@cim.co.uk
