Marketing Analytics

1. Introduction to Marketing Analytics
2. Basics of Data Processing in Excel: Pivot Tables and Data Visualization
3. Consumer Analytics
3.1. Segmentation and Target Market Selection (Cluster Analysis and Cross-tab Analysis)
3.2. Calculating Market Segment Profitability
3.3. Customer Lifetime Value (CLV)
3.4. Customer Retention Rate
4. Marketing Mix Analytics
4.1. Product
4.1.1. Forecasting Product Trends and Seasonality
4.1.2. Conjoint Analysis
4.1.3. Expected Product Profitability
4.1.4. Brand Equity
4.2. Price
4.2.1. Estimating Price Elasticity of Demand
4.2.2. Quantitative Pricing Methods
4.3. Distribution and Sales
4.3.1. Distribution Metrics
4.3.2. Sales Forecasting Methods
4.3.3. Return on Sales (ROS) Calculation
4.4. Promotion
4.4.1. Advertising Budget Estimation
4.4.2. Measuring Advertising Effectiveness
5. Digital Marketing Analytics
5.1. Web Analytics
5.2. Social Media Analytics
5.3. Email Analytics

1. To select appropriate data analysis tools for solving specific marketing problems;
2. To create and present reports based on independently analysed data using data visualization;
3. To critically evaluate potential marketing decisions and predict possible consequences based on independently analysed data;
4. To recommend marketing strategies based on independently analysed data.