Course Description

The advanced (geo) marketing analytics programme is designed for marketing managers, database marketers, brand managers, market research analysts, sales supervisors, heads of strategy etc. on how to turn data into action by targeting the right audience with the right offer or promotion with the right message. Today, marketers require advanced insight into their customer and prospects’ behaviour well before creative designs are completed or the strategic marketing programme is put into action. Analytics is no longer a “nice to have” tool, but a “need to have,” integrated component of a marketer’s overall execution platform. This course also introduces a business intelligence visualization of outcomes (dashboards) to enable the decision maker quickly take informed action.

The course takes both spatial and non-spatial deep dive into the analysis of customer data in order to focus on customer retention and acquisition. Markets are not same everywhere. They vary region by region. Businesses have to optimize both cost and profit by understanding the variations in customers’ needs and behaviour. This calls for analysis of different data sets using geographic information in the process of planning and implementation of marketing activities.

Expected Learning Outcomes

At the end of the course, participants;

  1. Understand how analytical techniques and quantitative models can enhance decision-making by converting data and information to insights and decisions;
  2. Will be highly skilled at using analytics to support marketing decision-making;
  3. Will be proficient in appreciating and in utilizing information technology to support marketing decision-making;
  4. Will be highly skilled at identifying problems/conditions under which marketing analytics may be appropriately applied in a wide range of situations.