• CoBrowse
  • Virtual

    Overview

    Marketing has evolved into a highly analytical, technology-driven field, with concepts like ‘big data’, ‘data analytics’ and ‘marketing analytics’ now integral to success. This workshop offers a comprehensive, hands-on approach to leveraging analytics across both traditional and digital channels, incorporating the latest advancements in AI, machine learning, and data ecosystems.

    This practical workshop focuses on using KPIs, metrics, and analytical tools to enhance marketing effectiveness and maximise Return on Marketing Investment (ROMI). You’ll gain insights into applying descriptive, predictive, and prescriptive analytics to evaluate past and current performance while forecasting future outcomes.

    The course will enable you to:

    • Develop a structured approach to marketing analytics, using best practices to drive data-informed decision-making across all channels.
    • Apply advanced analytics techniques to assess market performance, customer value, and optimise marketing strategies.
    • Utilise AI, machine learning, and Big Data to identify actionable insights, build predictive models, and support strategic growth.
    • Integrate data analysis tools and digital analytics to refine customer journey touchpoints, optimise the marketing mix, and maximise ROMI.

    Delegates will receive an Excel® workbook with templates, formulas, and spreadsheets, equipping them with practical tools to immediately apply their new skills.

    Who should attend?

    This workshop is ideal for those who understand the importance of data-driven decision-making and seek practical tools to optimise and prove marketing performance. It offers a structured approach to analytics, enhancing strategic insights and driving growth. While a basic understanding of statistics is helpful, it is not essential.

    Learning outcomes

    • Design and implement a structured approach to data and marketing analytics, integrating key concepts (data, information, analytics, insights) and best practices
    • Differentiate between Descriptive, Predictive, and Prescriptive analytics, applying each to drive strategic business outcomes
    • Identify different data types (categorical, numerical) and select the most appropriate analysis tools to extract actionable insights
    • Use data to design new products, assess customer value (CLTV), and conduct market appraisals for demand, competition, and market share
    • Develop data-driven segmentation, targeting, and competitive positioning strategies to enhance market performance and identify growth opportunities
    • Apply statistical methods to distinguish correlation from causation and build models such as Market Response Models (MRM) and Marketing Mix Models (MMM) to inform strategic planning
    • Incorporate attribution modelling to optimise the marketing mix, ensuring effective allocation of resources across channels
    • Integrate digital analytics, including SEM, email metrics, and social media sentiment, to optimise customer journey touchpoints, using both quantitative and qualitative data for channel evaluation
    • Leverage AI, Machine Learning, and Big Data to identify patterns and develop predictive optimisation models that support data-driven growth
    • Create a 90-day analytics action plan, utilising data ecosystems to guide investment decisions and maximise ROI

    Testimonials

    "I had a very positive experience, Sarah was knowledgeable and definitely made sure to include all members of the course. I took a lot away from the course and am excited to put what I learned into practice for my firm."

    Ashley Quinn Senior Business Development Executive Streathers Solicitors

    “The course was very well run and Sarah kept all of the people on the course engaged and made sure everyone was following along by taking open questions about the segments.”

    Aaron Jeffery Data/Marketing Analyst People’s Partnership

    Course Dates

    Start Date Duration Location
    02 Dec 2024 2d Virtual
     
    Add to Basket
    Added
     
    Book Now
    29 Jan 2025 2d Virtual
     
    Add to Basket
    Added
     
    Book Now
    26 Feb 2025 2d Virtual
     
    Add to Basket
    Added
     
    Book Now
    17 Mar 2025 2d Virtual
     
    Add to Basket
    Added
     
    Book Now
    22 May 2025 2d Virtual
     
    Add to Basket
    Added
     
    Book Now

    For help choosing the right course, call our expert team.

    +44(0)1628 427360

    Course Director

    Sarah Jones

    Sarah specialises in the development and implementation of marketing strategies that accelerate revenue, profit, and value for business. She is highly skilled in strategy, digital marketing, digital transformation, AI, data, CRM, multi-channel marketing, ABM, campaign management, metrics, and automation. Working in B2C and B2B across sectors, Sarah has held senior leadership roles with brands including Asda, Mars, Experian, Regus, Pfizer (Wyeth) and BOC. As well as running her business, Sarah is a consultant, lecturer, and trainer for the Chartered Institute of Marketing (CIM), is a regular public speaker, and appears on radio and industry panels to explore how marketing can be used to deliver business growth and ROI.

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.

    X

    Are these courses for you?

    If so please continue to add any extra courses to your cart or check out.

    Want to purchase courses for multiple people or have any other training requirements?
    Call us on 01628 427360
    Email us at training@cim.co.uk
    or click on the 'Need Help' icon that has appeared to the right.