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GIBS Business School

Sales and Marketing (Big Data Analytics for Business Impact)

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Description

Companies often store large amounts of unused customer data without extracting any value from it. This is a missed opportunity to harness the power of analytics in generating actionable insights from massive amounts and diverse types of rapidly growing data (big data). An organisation's ability to build effective big data analytics competencies in their sales and marketing functions will increase their bottom-line, create customer value and set them apart from their competitors.

Various case studies will be discussed in this programme that explore the implementation of big data analytics and the opportunity this provides for sales and marketing competitiveness.

How you will benefit

At the end of the programme you will be able to:

  • Understand proven cases of organisations and in particular, their sales and marketing functions where big data analytics delivered demonstrable and measurable value;
  • Define big data and give an overview of the attributes thereof;
  • Learn how organisations are leveraging big data analytics to increase sales & improve marketing impact;
  • Map and establish where your own sales and marketing division sits in the big data analytics wave;
  • Be a strong contender in the scramble for ‘Unicorns’, that is, great data scientists and big data analysts which are hard to find;
  • Understand some of the key issues around using big data in marketing and sales functions such as ethical considerations, legal compliance, security and implications for data governance; and
  • Understand practical examples of exploiting a sales and marketing opportunity through machine learning.

How you will benefit:

At the end of the programme you will be able to:

  • Define big data and give an overview of the attributes thereof;
  • Learn how organisations are leveraging big data analytics to increase sales & improve marketing impact;
  • Map and establish where your own sales and marketing division sits in the big data analytics wave;
  • Understand some of the key issues around using big data in marketing and sales functions such as ethical considerations, legal compliance, security and implications for data governance; and
  • Understand practical examples of exploiting a sales and marketing opportunity through machine learning.

Key Focus Areas

  • Building a compelling business case for investing in big data analytics for sales & marketing;
  • Tackling challenges, limitations and blocks to successful adoption;
  • Measuring the impact of big data analytics post-adoption;
  • Building effective big data analytics competencies in sales and marketing; and
  • Practical examples for problem-solving and/or sales/marketing opportunity exploitation through big data analytics.

Who should attend

  • General managers;
  • Marketing and sales managers:
  • Functional managers;
  • Big data project managers;
  • Business & data analysts; and
  • Digital transformation professionals.

Experts

Justice Chikomba has cross-industry experience in the fields of Advanced Data Analytics and ICT (Information & Communication Technologies) Consulting. He served in credible global organisations including Accenture, Barclays Africa, Mutual & Federal (member of the Old Mutual Group), Ernst ...
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