Course Duration
16 hours, 2-day training workshop
Delivery
Face to face training or online training
Course Inclusive
Training materials & certificate of completion
Course Objectives
This course aims to teach marketing analytics best practices and techniques to enable the business in monitor and assess campaign performance and efficiency.
LEARN HOW TO
Install R software and related packages
- Infusing analytics in the campaign business process
- Capture data to support campaign performance measurement
- Measure Campaign performance and lift
WHO SHOULD ATTEND
Marketing Analysts, Marketing Business Users, MIS Managers, Marketing Managers
PREREQUISITES
- Analytics Background
- Data Analysis Background
- Marketing Process Background
Course Outline
- Module I
- Analytics use cases within the campaign business process
- For strategy planning
- For execution
- For measuring campaign effectiveness
- Establishing the campaign data architecture
- Campaign information delivery framework
- Campaign data mart Campaign history
- Response history Campaign reporting mart
- Conducting A/B Tests
- Determining control group/sample size
- Champion/Challenger
- Challenger/Challenger
- Module II
- Measure Campaign Lift
- Modeling data requirements
- Control vs. Treatment group performance
- Predicting campaign response
- Probability decomposition
- Incremental Response Modeling