Marketing Analytics for Results
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Organisations generate a lot of data. Whether its sales records, customer data, web analytics or financial information, many managers feel they are drowning in data. Properly used, however, data can be an organisation's most valuable resource, providing the information with which to develop an effective strategy, as well as refining core business processes.
This two-day programme is designed to help you learn how to pick out the most important parts of the marketing data that you need. As well as outlining the range of marketing metrics that managers might use, you will learn how to home in on those metrics that are crucial to your business. Most importantly, you will learn how to interpret numerical information, using it to support business decisions.
What do I get out of it?
By the end of the programme you will be able to:
- Identify a range of marketing metrics that are relevant to your business
- Design a marketing analytic system
- Generate insight from quantitative data
- Use data to improve organisational performance
What does it cover?
The programme will cover the following topics:
- What are marketing analytics?
- Problems and pitfalls of data collection and analysis
- Making sense of quantitative data
- Evidence-based decision-making
- Identifying core business processes
- Designing a learning system
- Web analytics
- Putting it all together
How will I learn?
This stimulating programme with feature a rich mix of real-life examples, lectures, and group sessions. It is designed to be highly engaging and practical. As such, participants are expected to contribute their own perspectives and take an active part in group activities.
Who should attend
This programme is designed for anyone who is in a position to use data to inform business decision-making. You may already be in a managerial position as a leader of a small team or a larger department, or are about to step into a managerial position. The programme is designed to suit a range of commercial and non-profit sectors, including services, retail, manufacturing, charity and public sector.