Familiarize yourself with the principles and strategic concepts of marketing analytics, a high-growth area that uses computer-based models and metrics to improve marketing decisions and return on marketing investment (ROMI). Through case studies and applications, learn techniques to determine market share and sizing, forecasting and positioning; develop and interpret surveys; understand predictive analytics and data mining; grasp total, fixed and variable cost concepts; and assess the lifetime value of the customer. In a world where senior management demands marketing accountability in measuring the effectiveness of dollars spent, you can benefit from this big-picture overview to understand the advantages and objectives of quantitative marketing.
Unlocking Marketing Data Analytics
If content is king, then data is the ace in your pocket.
And it's no wonder: As more marketing efforts continue to live in the digital sphere, savvy marketers need to identify their key performance indicators (KPIs) and synthesize the resulting data to see if their efforts were a big-win or crash-and-burn.
Strategic marketer Stephan Sorger—an honored instructor since 2013—is on the bleeding-edge of marketing analytics. Nearly 10 years ago, Sorger developed the first marketing analytics course on the West Coast at UC Berkeley Extension. He continues to adapt his courses to reflect new requirements in the workplace so that his students are best-prepared to succeed.
- Gain a high-level understanding of the benefits and objectives of marketing analytics
- Apply metrics-driven techniques to improve marketing decisions
- Understand best practices through case studies
- Learn by doing through hands-on computer spreadsheet models and metrics
What You Learn
- Marketing analytics and models
- Data sources for market information
- Market-sizing methods
- PESTLE and Porter 5 Forces market analysis
- Positioning companies using perceptual maps
- Metrics for market entry, approach, growth and brand/customer/product development
- Future sales forecasting
- Predictive analytics
- Data mining
- Balance scorecards
- Key performance indicators (KPIs)
- Price analytics and models
- Promotion analytics and budgets for traditional and social media
- Rapid-decision models (Pareto analysis)
- Presenting data findings
How You Learn
- Case studies
- In-class exercises
Is This Course Right for Me?
This course is for professionals without a background in analytics who need to quantitatively show the impact of their marketing efforts. People who want to break into the field will also benefit from the course.