Certificate Program in

Marketing Analytics

Become a future-ready marketer with Data Science skills. Learn to design winning marketing campaigns for the best results with our Marketing Analytics Course Training.

Get Trained by Trainers from ISB, IIT & IIM
16 Hours of Intensive Classroom & Online Sessions
24+ Hours of Practical Assignments
2 Capstone Live Projects
100% Job Placement Assistance

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Academic Partners & International Accreditations

Calendar-for-Virtual Interactive Classes

January

Start Date

06^th

January
09:30 AM - 16:30 PM

Timings
Show all sessions

Marketing Analytics

Total Duration

1 Month

marketing analytics course pre-requisite

Prerequisites

Computer Skills
Basic Mathematical Concepts
Analytical Mindset

Marketing Analytics Programme Overview

Marketing professionals want to discern and if possible, forecast how consumers buy products and/or services. Data Science and Artificial Intelligence when paired with cloud-based computing can help marketers micro-target and micro-segment their consumer base with the speed and performance including real-time experimentation. Pwc and Business-Higher Education Forum (BHEF) published a study that says 69% of employers prefer to hire candidates with highly specific data science skills.

Marketing Analytics Learning Outcomes

Marketing Analytics has a bright future in Malaysia. A Market Analyst supports industries to gain beneficial insights for their products and services. A Market Analyst should be able to analyze from the available data and prepare a plan which has multiple potential solutions for the clients. This will help companies to build marketing strategies for products specific to certain demographics. This will further help companies to know their targeted customers, gain a competitive edge, be efficient and productive. By Marketing Analytics certification program students/ professionals will learn marketing domains, understand the importance of segmentation and Targeting. Learn Customer Lifetime value calculation and its applications. Able to perform forecasting using customer base models and statistical analysis. As per client requirements, the students will be able to design effective marketing plans that deliver profits and be competitive ahead.

Learn about marketing domain and its emergence in business strategies

Understand the need for Segmentation and Targeting

Develop a nuanced appreciation for designing products that create value

Product positioning for most effective results and returns

Formulate pricing strategy that drives up profits for firms

Understand the finer areas of market analysis to break into the competitive market with a new product based on future growth

Customer Lifetime Value (CLV) calculation

Perform forecasting to take proactive business decisions

Demand forecasting using customer-base models and statistical approaches

Block Your Time

16 hours

Classroom Sessions

24 hours

Assignments &
e-Learning

16 hours

Live Projects

Enroll Now

Who Should Sign Up?

Data and Analytics Manager
Business Analysts
Data Engineers
Banking and Finance Analysts
Marketing Managers
Supply Chain Professionals
HR Managers
Math, Science and Commerce Graduates

Marketing Analytics Course Modules

Marketing Analysts professionals are expected to have sound knowledge in business intelligence, marketing, and necessary software skills. The Marketing Analytics course modules start with the introduction of the domain of marketing analytics, its importance, and applications. Students will learn about segmentation approaches and targeting strategies. Learn about novices in marketing and implementation. Understand the major concepts of perception mapping, product positioning, and preference mapping. Preference mapping which is used to identify consumer preference positioning for different brands will be explained from a marketing analytics perspective. Learn about the advantages of conjoint analysis in modifying the product design that enables profits to the customer. Students will further explore the nuances of tweaking product design to deliver a better value proposition to the customer. Decision calculus to optimize value extracted is explained with real-time cases. Understand the importance of enhancing value extraction which is the maximum rupee value that you can extract from existing and potential customers. Apart from this, students will learn the concepts and calculations of Customer Lifetime Value.

1. Data Science Foundation Module

1. Data Science – Project Management Methodology

Get about, CRISP - ML(Q) the perfect Project Management Methodology used for handling Data Mining projects. Understand the entire process flow including Business Problem definition, Data Collection, Data Cleansing, Feature Engineering, Feature Selection, Model Building, Deployment and Maintenance. Get introduced to the principles of big data and learn about the opportunities being created. Understand about how Data is generation and explosion of data, Innovations in the space of analytics. Learn how to distinguish between data types, Exploratory data analysis, the Various moments of Business decisions and various Graphical techniques. Learn about probability and probability distribution namely Z distribution and Student's t-distribution.

2. Hypothesis Testing and Simple Linear Regression

Learn about Hypothesis testing, the many Hypothesis testing Statistics, work with the Null Hypothesis & Alternative hypothesis and Types of hypothesis testing. Interpret the results of Hypothesis test and probabilities of Alpha error, understand Type I and Type II errors. Get introduced to Linear regression, various components of Linear regression viz regression line, Linear regression equation, the concept of Ordinary Least Square. Get introduced to Linear regression analysis, and Linear regression examples

3. Data Science – Multiple Linear Regression, Regression of Attribute & Count Data

Understand the Linear regression in a multivariate scenario, understand collinearity and how to deal with it. Get introduced to the analysis of Attribute Data, understand the principles of Logistic regression, Binary Logistic regression analysis. Learn about the Multiple Logistic regression, Probability measures, and its interpretation. Get clarity on the confusion matrix and its elements. Get introduced to “Cut off value” estimation using AUC and ROC curve, understand False Positive Rate, False Negative Rate, Sensitivity, Specificity. Gain a birds-eye view to various advanced regression techniques and analysis of count data namely Poisson regression, Negative binomial regression. Learn when to use Poisson regression and negative binomial regression for predicting count data.

2. Marketing Analytics Module

1. Marketing 101

2. Introduction to Marketing Analytics

3. Need-based Segmentation

4. Segment Targeting Approaches

5. Perceptual Mapping and Product Positioning

6. Preference Mapping

7. Conjoint Analysis for Product Design

8. Value Extraction by Decision Calculus

9. Sustaining Value Extraction

10. Data Envelopment Analysis (DEA)

11. Stochastic Frontier Analysis (SFA)

12. Customer Lifetime Value (CLV)

Marketing Analytics Trends in Malaysia

Analytics and AI are emerging enormously and will be a game-changer. This will bring a difference in cost efficiency and revenue stimulation initiatives. Marketing Analytics will create a wave in the telecommunications industry, as it delivers services to millions of customers and generates massive amounts of data. Marketing Analytics also helps the advertising industry by optimizing online and offline ad services. Another trend of Marketing Analytics will be in Robotics, merging with AI technology will produce substantial revenues. AI chatbots, video bots will play an essential role to bring immense scalability at a very low cost. Marketing Analytics helps to improve customer experience by generating customer behavior data. By this data, companies can modify their products as per the customer’s interest, this will grow the business further. Analytics will improve digitally transformed companies by providing accurate data and analytics. It collects data from the traffic visiting the website and analyzes and produces the results. Marketing dashboards are in boom; they help to deliver customized services to the clients. Machine learning applications such as predictive analysis helps businesses to predict the market trends and plan marketing strategies to develop business in this data-driven environment.