This course provides a comprehensive introduction to data and analytics, focusing on how to leverage data to uncover customer insights and inform marketing strategies. Participants will learn best practices for collecting, analyzing, and interpreting data, with a focus on measuring key marketing metrics such as mental and physical availability, emotional resonance, and performance effectiveness. The course also explores the language of analytics, common data fallacies, and the process of turning data into actionable insights. By the end, participants will be equipped with the skills to create effective data-driven reports and dashboards to enhance marketing strategies and drive business success.
Introduction to data and analytics
Best practise in data and analytics
Commonly used tools
Language of analytics
Measuring mental availability
Measuring physical availability
Measuring emotional resonance and sentiment
Data fallacies
Report and providing insights
Creating data and analytics dashboards
Understand the fundamentals of data and analytics and their role in driving business decisions.
Harness and interpret data to derive customer insights for developing marketing strategies.
Measure marketing effectiveness through key metrics like mental and physical availability and emotional resonance.
Apply best practices in data collection, analysis, and reporting to ensure ethical and accurate insights.
Communicate data-driven insights clearly and persuasively to stakeholders.
Create effective analytics dashboards and reports to monitor performance and optimize strategies.
Identify and avoid common data fallacies to ensure sound decision-making.
