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.
About the course
At Bristol Business School, our portfolio of open programmes offers you and your business a flexible learning solution. We have a range of programmes covering a wide range of topics, including Finance, Strategy, Marketing, Leadership, Coaching and Mentoring, Innovation, and Design Thinking, among many others. Our programmes are delivered by experienced practitioners and academics, who combine cutting-edge thinking with a practical, real-world focus, ensuring our programmes meet professional and industry needs.
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.
Publications Vafeas, M., Hughes, T. and Little, Ed (2018) Drivers of client loyalty in the context of market and technological transformation. In: BAM 2018 Proceedings, Bristol, England, 4-6 September 2018. UK: BAM Available from: http://eprints.uwe.ac.uk/39742 ' Knox, D. and Little, E. and Boun...
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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.