Intermediate Marketing Analytics

This intermediate course curated by LTFE delves deeper into the principles and practices of marketing analytics, focusing on advanced techniques for collecting, analysing, interpreting, and applying marketing data to make strategic business decisions. Students will learn to leverage various analytical tools and methodologies to gain actionable insights into customer behavior, campaign performance, and market trends. The course emphasizes hands-on application and the ability to translate complex data into clear, compelling narratives for stakeholders.

Upon successful completion of this course, students will be able to:

?     Critically evaluate various marketing data sources and collection methodologies.

?     Apply advanced statistical and analytical techniques to solve complex marketing problems.

?     Develop and interpret customer segmentation models (e.g., using clustering, factor analysis).

?     Calculate and utilize key customer lifetime value (CLV) metrics for strategic decision-making.

?     Design and analyse A/B tests and other experimental designs to optimize marketing campaigns.

?     Understand and apply various marketing attribution models to assess channel effectiveness.

?     Construct and interpret marketing mix models (MMM) for budget allocation.

?     Utilize web analytics platforms (e.g., Google Analytics) to track and analyse user behaviour.

?     Extract insights from unstructured data using basic text analytics techniques.

?     Communicate complex analytical findings effectively through data visualization and storytelling.

?     Address ethical considerations and data privacy issues in marketing analytics.

Who Should Attend?