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Learn to use data visualization and business intelligence to support marketing decision making in a variety of enterprises. Examine strategies to turn big data into market insights. Gain proficiency in visualizing and presenting data. Understand how to tell a story using data to inform senior management's marketing decisions in driving revenue and growth. Tie in the content learned in Marketing Analytics I and II to efficiently build data- and analytics-driven presentations.
Course Outline
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Course Objectives
- Be able to "tell stories" based on data to improve marketing decisions
- Understand data visualization and business intelligence best practices through projects
- Learn by doing through hands-on data manipulation and building different views of the data to support marketing decisions
What You Learn
- Marketing intelligence vs. business intelligence
- Visualization as a tool
- Quantitative relationships
- Measure of variation, correlation, ratio and money
- Table and graph design and structure
- Nominal and Ordinal comparisons
- Time series
- Ranking and deviations
- Characteristics of well-told statistical stories
- Designing data-driven presentations
- Technologies and processes to support Big Data
- Multi-touch attribution
- Campaign management
- Targeting and segmentation
How You Learn
- Interactive lectures
- Projects
- In-class exercises
Is This Course Right for Me?
This class is intended for marketing professionals who need to quantitatively show and present the impact of their marketing efforts.