Course Details

This course is appropriate for a wide range of professionals but not limited to:

• Marketing and business development professionals.
• Digital marketing specialists and analysts.
• Brand and campaign managers.
• Data and marketing intelligence officers.
• Anyone responsible for marketing strategy and decision-making.

• Expert-led sessions with dynamic visual aids
• Comprehensive course manual to support practical application and reinforcement
• Interactive discussions addressing participants’ real-world projects and challenges
• Insightful case studies and proven best practices to enhance learning

By the end of this course, participants will be able to:

• Understand the fundamentals of data-driven marketing.
• Identify and collect relevant data from multiple marketing channels.
• Apply analytical tools to interpret customer behavior and preferences.
• Use data insights to design targeted marketing campaigns.
• Measure marketing performance using KPIs and dashboards.
• Leverage predictive analytics for forecasting and trend analysis.

DAY 1

Introduction to Data-Driven Marketing

• Welcome and introduction
• Pre-test
• Overview of data-driven marketing concepts
• The role of analytics in modern marketing
• Sources and types of marketing data
• Setting objectives for data-driven strategies

DAY 2

Data Collection and Management

• Data gathering from digital and traditional channels
• Customer segmentation and profiling
• CRM and data integration systems
• Data accuracy, governance, and ethics
• Practical session: building a marketing data model

DAY 3

Marketing Analytics and Tools

• Introduction to analytical techniques (descriptive, diagnostic, predictive)
• Using analytics tools (Google Analytics, Power BI, Tableau basics)
• Customer journey and funnel analysis
• Measuring campaign effectiveness and ROI
• Case studies

DAY 4

Insights, Strategy, and Decision-Making

• Turning data into actionable insights
• A/B testing and experimentation methods
• Personalization and targeted marketing
• Building performance dashboards and visual reports
• Group activity: developing a data-based marketing plan

DAY 5

Advanced Trends and Applications

• AI and machine learning in marketing analytics
• Predictive modeling and marketing automation
• Data privacy and compliance in analytics
• Post-test
• Certificate ceremony