Marketing Analytics
Become a data-driven marketer
Program Overview
Decode Data for Informed Marketing Decisions and Improved Outcomes
Are you looking to stay abreast of the latest marketing trends, better understand consumer behavior, leverage data for key insights, and maximize the effectiveness of your marketing campaigns? This program is designed to help you develop an analytical approach to optimize your marketing spends and make informed decisions. The goal is for you to leverage cutting-edge analytical tools along with traditional marketing methodologies to realize better results and increase profits.
Who Should Attend?
Professionals from any industry can benefit from learning to view marketing through a customer-centric lens and advancing their analytics capabilities. This program is appropriate for anyone who touches the product life cycle, growth strategy, or marketing practice, and there are no prerequisites required. This program is right for you if you are a:
- Marketing Manager (traditional, digital, or omni-channel) who aims to use analytics to improve marketing ROI
- Business or Data Analyst who wants to gain expertise in marketing-specific applications such as regression analysis and conjoint analysis
- General or Business Manager who wants to take a broad, customer-centric view of innovation for better decision making
- Product or Brand Manager who seeks to explore analytics techniques to optimize the impact of their marketing investments
Representative roles include:
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Key Takeaways
Wharton’s Marketing Analytics program combines leading-edge analytical techniques with real-world applications, empowering you to add value to your company’s marketing and growth efforts. At the end of this six-week program, you will be able to:
- Collect and use customer-level data to lead your company in maximizing profitability, one customer at a time
- Apply statistical tools to design new projects, create customer segments, and predict customer demand
- Strategically determine optimal pricing for your business in order to maximize profit
- Experiment to solve problems, secure stakeholder buy-in, and make smarter business decisions
- Apply multi-touch attribution and experimentation techniques to increase the effectiveness of your marketing efforts
- Effectively navigate privacy laws and ethical pitfalls as you incorporate machine learning, natural language processing, and artificial intelligence into your analytics pipeline
Why Marketing Analytics – and Why Now?
Business leaders worldwide realize the importance of analytics in their marketing activities, and the consensus is that integrating customer data collected from across various product lines and channels leads to an increase in sales. However, marketers are unable to optimize the use of analytics technologies because of skill gaps in their organizations. When employees are equipped with the right analytical skills, they can make better decisions, which will lead to higher profits.
The marketing analytics market was valued at US$2.13 billion in 2020 and is expected to grow at a compounded rate of 14 percent to reach US$4.68 billion over the next five years. SOURCE: MORDOR INTELLIGENCE |
Technology spending accounts for the largest proportion (26.2 percent) of marketing budgets. SOURCE: GARTNER CMO SPEND SURVEY 2020-21 |
Six out of 10 global CMOs state that analytics is among their top five priorities. SOURCE: FORRESTER |
Program Modules
This program has been designed to introduce marketing professionals to analytical tools and techniques for better decision making, thus enabling them to ask the right managerial questions and come up with smarter solutions to marketing challenges. The program covers concepts from modern marketing science and data analytics to maximizing customer-centric profitability.
Module 1:Modern Marketing Science: Big Data, Better Data, and the Future of Firm Profits Learn how to utilize cutting-edge technology and data analysis to determine customer lifetime value and solve data-driven business problems at your company. | Module 4:Using Business Experiments to Make Smarter Decisions Learn a framework for how to prioritize business challenges by using experiments and asking the right questions to distinguish correlation from causality. |
Module 2:Advanced Marketing Science via Segmentation and Conjoint Analysis Embrace advanced marketing science techniques to design products that meet customer needs and apply data analytics to create effective consumer segments. | Module 5:Digital Marketing Analytics and Multi-Touch Attribution Explore the digital marketing landscape, measure the efficacy of different campaigns, and learn the pros and cons of various attribution models. |
Module 3:Pricing Analytics Study historical and conjoint data to predict the impact of price variations on sales of your products and find the optimal price tactics. | Module 6:New Frontiers of Data-Driven Marketing: Artificial Intelligence, Natural Language Processing, and Ethics Assess whether cutting-edge technologies such as AI and NLP have a place in your marketing practice. If they do, analyze ethical considerations around customer data and measurement. |
Program Experience
Bite-Sized Learning
Live Faculty Session
Real-World Examples
Try-It Activities
Crowdsourcing
Peer-Based Learning
Assignments
Case Study
Live Office Hours
Knowledge Checks
