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GBTA Academy

Strategic Data-Driven Marketing (Global Leadership Professional®)

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This Global Leadership Professional® (GLP) Program course focuses on harnessing data, analytics, and design thinking for superior strategic insight, building iconic brands, enduring customer relationships and delivering peak performance.

Learning Objectives

  • Harnessing the potential of technology, new data sources and analytics for building enduring customer relationships
  • Gaining deepter consumer insights with analytics and technology
  • Leading with a customer centric mindset and driving organizational transformation
Vlerick Business School Executive Education

Data-Driven Marketing

Next dates

May 11—13, 2020
3 days
Brussels, Belgium
EUR 3195 ≈USD 3586
EUR 1065 per day


Today, marketers are forced to do more with less – and next to that, the marketing budget needs to be justified, which is easier said than done. Measuring your marketing effort is the answer – but the vast majority of organisations do not use centralised data to manage and optimise their marketing efforts.

Nevertheless, research shows that organisations that apply data-driven marketing and metrics for measurement have significantly better marketing performance. As a marketer, you are undoubtedly overwhelmed by a vast amount of data that you’d like to measure with limited time and resources. So, how do you manage this?


What is the added value of following the programme 'Data-Driven Marketing'?

  • Possess clear concepts for designing and implementing a data-driven marketing strategy
  • Know how to improve your customer acquisition & retention
  • Be able to see new business opportunities and improve your results, thanks to a better understanding of your data


The programme 'Data-Driven Marketing' consists of 3 modules:

Module 1: Creating business value with analytics

  • Understanding the potential business benefits and value of small & big data
  • Customer Relationship Management 2.0
  • Overview of the required organisational capabilities
  • A framework for data-driven marketing: acquire, analyse, action.
  • Creating a roadmap for implementation

Module 2: Strategic & Tactical data-driven marketing

  • Improving customer centricity using data visualisation
  • Creating a 360° view of your customer
  • Creating a better understanding of the market using advanced perceptual mapping
  • From market and customer insights to better strategic decision making
  • Key Marketing metrics to evaluate campaigns and improve agile marketing
  • Enhance your marketing mix using conjoint analysis

Module 3: Operational data-driven marketing

  • Creating data-driven decision support systems for Sales People
  • How to improve your customer acquisition and retention campaigns using analytics
  • From segmentation to the segment of one: hyper personalisation
  • The power of predictive analytics in marketing
  • Creating a standard process for data mining in marketing & sales
  • Optimise resource allocation using prescriptive analytics
  • From small to big data: Web analytics, Text mining, Social network analysis

Who should attend

  • Marketing or Sales Executives responsible for data-driven projects
  • Marketing, Sales, or Key Account Managers eager to improve their marketing performance
  • General Managers or Entrepreneurs wanting to create more value for their business
  • IT professionals who support data-driven marketing efforts


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