Strategic Marketing Analytics and Data Visualization

Course details

This course integrates the principles of marketing analytics with the practice of data visualization to enable students to effectively analyze, interpret, and present marketing data. It covers techniques to extract actionable insights from large data sets and visually communicate them to aid strategic decision-making.

Start Date

TBD

Target Audience

Undergraduate students venturing into the world of blockchain, with or without a prior technical background.

Duration

14-15 weeks (28 Classes)

Learning Objectives

Understand the role of data in modern marketing strategies.
Master analytical techniques for deciphering complex market data.
Learn to use data visualization tools for presenting insightful marketing stories.
Develop skills to make data-driven marketing decisions.

Learning path

Unit 1: Introduction to Marketing Analytics (4)
Unit 2: Data Analysis Techniques (6)
Unit 3: Data Visualization Techniques (6)
Unit 4: Integrating Analytics in Marketing Strategy (4)
Unit 5: Real-world Case Studies & Applications (4)
Unit 6: Hands-on Projects and Workshops (4)

Topics covered

Role and Importance of Analytics in Marketing.
Understanding the Marketing Data Ecosystem.
Customer Analytics and Segmentation Techniques.
Competitor and Market Analysis.

Exploratory Data Analysis for Marketing Data.
Advanced Techniques in Predictive Analytics.
Customer Lifetime Value (CLV) Modeling.
A/B Testing and Multivariate Testing.
Sales Forecasting and Trend Analysis.
Sentiment Analysis in Social Media Data.

Principles of Data Visualization.
Choosing the Right Type of Visualization.
Tools for Data Visualization (e.g., Tableau, Power BI).
Dashboard Creation and Storytelling with Data.
Interactive Visualizations for Marketing Data.
Ethical Considerations in Data Presentation.

Data-Driven Strategy Formulation.
Integrating Offline and Online Marketing Data.
Personalization and Targeted Marketing Campaigns.
ROI Measurement and Optimization.

Analyzing Real-World Marketing Challenges through Case Studies.
Best Practices in Marketing Analytics and Data Visualization.
Innovative Uses of Analytics in Digital Marketing.
Future Trends in Marketing Analytics.
Analyzing and Adjusting Campaigns for Optimization.

Project: Building a Marketing Dashboard.
Workshop: Analyzing a Marketing Data Set.
Real-time Data Analysis and Reporting Exercise.
Group Presentation of Marketing Analysis.

Grading:

Class Participation: 10%
Practical Assignments and Quizzes: 30%
Group Project: 30%
Final Examination: 30%

Prerequisites:

Introduction to Digital Marketing.
Basic knowledge in Statistics and Data Analytics.

Reading Material:

Essential texts on marketing analytics and data visualization.
Case studies highlighting innovative data usage in marketing.
Recent research and articles on advanced analytics techniques.

Assignments:

Practical assignments involving data analysis using real-world scenarios.
Design and creation of data visualizations and dashboards.
Group projects focusing on strategic marketing analytics.

Faculty: A renowned academic with a blend of theoretical and practical experience in blockchain technology.

Teaching Instructors: TBD