Module 1

Module 1: Marketing Analytics, Tracking and Optimisation (6 hours)

1. Modern Measurement Strategies.
2. Mastering Analytics for Optimization success.
3. Improve conversion rate using Marketing Analytics.

Module 2

Module 2: Understanding Business Goals as a Data Consumer. (6 hours)

1. Understanding Google tag Manager and how to improve sales & Leads
2. Attribution behind Consumer Behaviour.
3. Reporting with Data Studio.
4. Data Extraction and Data interpretation for business needs.

Module 3

Module 3: Taking off with smart utility of data (6 hours)

1. Getting and Transforming Data with power BI Desktop.
2. Data Modelling with Power BI.

Module 4

Module 4: Understanding the Need for Powerful Insight in Business Decisions (6 hours)

1. Power BI Desktop Visualizations.
2. Publishing and sharing.

Module 5

Module 5: KYC – Know Your Customer (6 hours)

1. Creating the Customer Story.
2. Summary & Assessment
3. Bringing it all together.

Course Description

The marketing landscape has fundamentally been restructured with the new digital technologies over the last decade and have led to a drastic shift in the quality and quantity of information we are able to store, access, analyse and interpret. The marketers who can crack this data are the data consumers of this digital analytics era. With this proliferation of data, there is a huge demand among the businesses to crack and decode various consumer behaviour patterns that evolve in order to measure and create a strategic marketing plan at the right time. The market need, for strategic marketing consultants who can strategize and ensure better return on ad spend and who can narrate the consumer story, has put them on the radar. This course builds on the theory and foundations of Marketing Analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space. Marketing Analytics is the most sought-after specialization in this era of data-driven marketing. In this program you will learn Marketing Analytics using Google Analytics and data visualization using Power Bi. This module will also enhance your data-story narrative skills and will give you an understanding of communicating with your business stakeholders

Course Outcomes& Learning levels

The 3- credit Marketing course ‘Marketing Analytics’ is designed in four modules. The first module focuses on the marketing analytics process. The second module deals with processing unstructured data and collecting web-based data to store and analyses. The third module, highlights the importance of creating data visualization. The fourth and final module deals with building data stories and insights for reporting needs. The four course objectives are as follows:

1. The students will gain insight into the integrated nature of marketing and marketing analytics (Marketing Analysis Process) L2.
2. The students will gain in-depth understanding of structured data and know how to analyze for business cases (Data Collection and Analysis) L2, L3, L4.
3. The students will gain hands-on experience in data analysis and learn to make more memorable presentations and data visualizations (Data Visualization) L3. L4.
4. The students will learn how to uncover compelling insights and bring data to life through narrative and data democratization (Data Storytelling, Insights, and Reporting) L3, L4, L5.
5. The students will be industry ready in the use of Google Analytics and Power BI to analyse digital marketing data (Industry Readiness) L2, L3, L4, L5.

Evaluation Pattern

*Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

Course text:

1. Cole Nussbaumer Knaflic. 11/2/2015. Storytelling with Data (https://scholar.harvard.edu/people_analytics/publications/storytelling-data). 1st ed., Pp. 288. Wiley.