Data Analytics for Marketers

Institute of Data and Marketing

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Course Description: Data Analytics for Marketers Gain valuable insights into how to enhance your marketing success by leveraging customer data effectively. Discover how to analyze data to identify relationships and evaluate the impact of key variables. Develop your skills in predictive modeling and segmentation techniques to forecast future performance and shape your marketing strategy.

Suitability – Target Audience: This course is designed for marketers seeking to deepen their understanding of analytical techniques. If your role involves working with statistical or data-related concepts, this course is ideal for you. It requires a reasonable level of numeracy due to its mathematical content.

Previous participants have included:

  • Marketing Analyst at SAGE Publications
  • Senior Marketing Consultant at RBS Insurance
  • Marketing Manager at Nationwide Building Society

Learning Outcomes: Upon completing this course, you will:

  • Determine the most valuable statistical methods for marketers
  • Maximize the effectiveness of the data you possess
  • Utilize predictive modeling techniques and segmentation methods
  • Identify and interpret key elements of statistical outputs
  • Apply findings appropriately and effectively to inform future strategies

Training Course Content:

  1. The Significance of Data Analysis:
    • The importance of data analysis in understanding customers, refining targeting strategies, and business development.
  2. Understanding the Customer:
    • The role of data and analytical teams within an organization.
    • Exploring different types of data and their relationships.
    • Introduction to data mining techniques, variable types, frequencies, and descriptive statistics.
    • Statistical tests of significance.
    • Workshop session.
  3. Identifying Key Relationships in Data:
    • Assessing the influence of marketing variables on each other.
    • Comparing means, contingency tables, and correlations.
    • Workshop session.
  4. Predictive Modeling for Future Performance:
    • Using predictive modeling to gain insights into campaign performance.
    • Practical considerations for implementing predictive models.
    • Introduction to predictive modeling using regression.
    • Creating scorecards.
    • Workshop session.
  5. Segmentation Methods for Customer Differences:
    • Understanding the importance of segmentation.
    • Descriptive vs. predictive segmentation techniques.
    • Introduction to cluster analysis for creating segments.
    • Workshop session.
  6. Leveraging Segmentation for Future Marketing Performance:
    • Applying segmentation to predict future marketing performance.
    • Integrating different concepts covered throughout the course.
    • Introduction to decision trees for segment creation and targeting.
    • Workshop session.
  7. Final Case Study:
    • Working in small teams to address a practical case study.
    • Applying the knowledge gained during the course to develop an appropriate analytical strategy.

Course Delivery Details: Virtual Classroom: Live, online classroom environment led by an instructor.

The IDM Virtual Classroom offers:

  • Interactive classroom environment.
  • Collaborative learning among peers.
  • Engaging platform experience.
  • Hands-on exercises for practical learning.
  • Accessible online from anywhere with an internet connection.
  • Time-friendly format with three to four sessions per day, each lasting 60 to 90 minutes.

Before the course begins, you will receive joining instructions, including technical requirements and a unique login link via Zoom.

Why Choose the Institute of Data & Marketing:

  • Over 30 years of experience as a leading awarding body for data and digital marketing qualifications.
  • More than 100,000 people have attended our courses.
  • Over 15,000 marketers have earned professional certifications through our programs.

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