Marketing analytics

1. Introduction to marketing analytics
2. Data processing fundamentals in Excel: pivot tables and data visualization
3. Consumer analytics
3.1. Segmentation and target market selection (cluster analysis and cross-tabulation analysis)
3.2. Calculation of market segment profitability
3.3. Customer lifetime value (CLV)
3.4. Customer retention rate
4. Marketing mix analytics
4.1. Product
4.1.1. Product trend and seasonality forecasting
4.1.2. Conjoint analysis
4.1.3. Expected product profit
4.1.4. Product brand equity
4.2. Price
4.2.1. Estimation of 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. Calculation of return on sales
4.4. Promotion
4.4.1. Advertising budget estimation
4.4.2. Advertising effectiveness measurement
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 visualisation,
3. To critically evaluate potential marketing decisions and predict the possible consequences of specific marketing decisions based on independently analysed data,
4. To recommend marketing strategies based on independently analysed data.