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Marketing Analytics



In today's data-driven landscape, marketing success hinges on the ability to harness insights effectively. This immersive program provides hands-on experience with cutting-edge analytics tools and techniques, empowering both seasoned marketers and newcomers to drive meaningful impact in their marketing efforts, refine strategies, enhance targeting, achieve measurable results, and tackle real-world challenges with confidence, enabling them to stay ahead in a rapidly evolving marketplace.

Program Objectives: 

By the end of this program, participants will be able to:

  • Understand Marketing Analytics fundamentals and its modern business significance.

  • Learn to collect, process, and analyze diverse marketing data.

  • Gain proficiency in popular analytics tools for insights.

  • Interpret and communicate analytical findings effectively.

  • Apply analytics to real-world case studies.

  • Optimize marketing campaigns, budgets, and ROI.

Targeted Audience:

  • Marketing Managers and Directors.

  • Digital Marketing Professionals.

  • Advertising Executives.

  • Business Analysts.

  • Market Researchers.

  • Entrepreneurs and Business Owners.

Program Outlines:

Unit 1.

Introduction to Marketing Analytics:

  • Understanding the role of data in modern marketing.

  • Types of marketing data and their sources.

  • Introduction to key analytics concepts and metrics.

  • Importance of data quality and ethical considerations.

  • Exploring Emerging Trends and Technologies in Marketing Analytics.

Unit 2.

Data Collection and Preparation:

  • Data collection methods: surveys, web analytics, social media data, etc.

  • Data cleaning, validation, and transformation.

  • Exploratory data analysis for marketing insights.

  • Implementing Data Privacy and Compliance Measures in Marketing Data Collection.

  • Leveraging Automation and AI for Streamlining Data Cleaning and Preparation Processes.

Unit 3.

Marketing Analytics Tools and Software:

  • Analyzing Marketing Analytics Platforms: Comparing features for better decisions.

  • Enhancing Data Visualization: Improving insights for smarter choices.

  • Practical Case Studies: Applying Analytics to real business situations.

  • Customizing Analytics Software: Tailoring solutions to meet specific needs.

  • Integrating Marketing Tools: Ensuring smooth data flow across systems.

Unit 4.

Customer Segmentation and Targeting:

  • Importance of customer segmentation in marketing

  • Demographic, psychographic, and behavioral segmentation.

  • Targeting strategies based on segmentation analysis.

  • Case study: Creating effective buyer personas.

  • Leveraging Advanced Analytics for Dynamic Customer Segmentation and Targeting Strategies.

Unit 5.

Measuring Marketing Effectiveness and Optimization:

  • Key performance indicators (KPIs) for different marketing goals.

  • ROI measurement and attribution modeling.

  • Case study: Analyzing a multi-channel marketing campaign.

  • Implementing Marketing Mix Modeling for Holistic Performance Evaluation.

  • Exploring Data-driven Insights for Continuous Campaign Iteration and Improvement.

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