Marketing has become an increasingly analytical, scientific and technology-oriented profession and terms such as ‘big data’, ‘data analytics’ and ‘marketing analytics’ have risen to the fore.
This new, ‘hands-on’ workshop has been developed to provide a practical, structured and comprehensive insight into how to use analytics to improve marketing effectiveness and maximise your ROMI (Return on Marketing Investment). This workshop is focused on the practical application of KPIs, metrics and analytics tools and techniques to understand both historical and current performance, as well as how to predict future outcomes.
During the course we will look at a combination of ‘descriptive’, ‘predictive’ and ‘prescriptive analytics’ that will enable you (and your organisation) to:
- Better understand your customers and markets
- Inform your approach to segmentation and targeting
- Position your data-driven value proposition
- Understand how your Marcomms tools, techniques, channels and media perform
- Generate actionable insight to optimise future marketing budget allocation and marketing performance
Each delegate will be given an Excel® workbook containing various spreadsheets, templates, and formulae that they can take away and utilise – helping them put their newly developed skills into practice.
Who should attend?
This workshop will be of interest to people who appreciate the importance of data-driven marketing decision-making and are looking for practical tools and techniques they can use to optimise, prove and/or improve their marketing performance. Suitable for people new to marketing analytics, or those wishing to take a more structured approach to the use of practical analytics. An understanding of basic statistics would be useful but it’s not imperative.