Brand Analytics

The Chartered Institute of Marketing

The Chartered Institute of Marketing

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Read more about Business Analytics

Business Analytics courses will introduce you to a popular and diverse profession. A business analyst is a specialist in many IT fields as well as in ...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

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Operations management has recently become a crucial part of any company's framework. This complex process focuses on reducing organizational expenses ...

Who should attend

This workshop has been developed for marketing and brand professionals, business owners and managers who have responsibility to design and/ or manage their brand analytics and metrics. Marketers and brand managers who need to demonstrate the value of brand related activity to the organisation and make sense of the mass of metrics available in the context of their brand challenges will benefit.

About the course

This workshop explains key approaches to understanding how the brand is performing within the framework of customer and stakeholder values and expectations, and the market, to improve business performance. How much value does brand bring to the business? What to track? What to prioritise? How to find the right metrics? Brands - and their assets - are critical drivers of value and marketers need to be increasingly skilled in determining how brand equity and brand value can and should be measured together with recommending revisions to the brand/marketing plan based on a reliable range of metrics and analytics.

Learning outcomes

  • Create and integrate appropriate business, brand and behaviour measures
  • Strengthen the approach to measurement in brand marketing plans - find the right metric and appreciate the risks of getting it wrong/ common issues
  • Use metrics and KPI measures to better manage brand marketing resources, choices and investment plans
  • Create a brand measurement dashboard
  • Use and interpret the most useful quantitative brand metrics to measure brand performance and consider in the context of the overall customer journey and stages of the decision-making process
  • Assess the outcome of a range of brand measures to determine the performance of the brand
  • Develop and implement an effective brand audit
  • Conduct market research and assess how well data is converted to insight to improve the brand plan

Experts

Vanessa Moon

Vanessa Moon has 25 years experience in marketing, insight and integrated communications built across a variety of agency roles and longstanding project, training and consultancy work including clients such as Asda, Avon, Kraft, Bacardi-Martini, Saint-Gobain and Haymarket. She has trained and co...

Brand Analytics at The Chartered Institute of Marketing

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Operations

When it comes to operations control, whether you’re trying to optimize workflow or marketing and sales operations, you need to impact as many variables at once as possible in order to have a greater effect. However, it's not always that easy. How sho...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.