Data Driven Marketing Masterclass

Data-driven is a technique for efficient targeted, it is one of the best transformational development. It has been happening in digital advertising. The growth is followed to increase the quality as well as the volume of marketing data.

Data-driven is a technique for efficient targeted creative messaging. This is one of the most transformational developments which has been happened in digital advertising. The growth has followed to increase the quality and volume of marketing data to develop and automate technology. 

The data-driven is the decision-making process to receive answers to questions. This is to obtain the answers actionably within the programmatic buying field. The data-driven is the most advanced, leverage algorithms, marketers advertisers. To eliminate all guesswork from media planning and buying.

In our one-day course, you will learn about gaining knowledge of the basic concepts of data-driven marketing and their importance. you will understand the essential marketing metrics to attain the experience of marketing, non-financial and financial metrics.

The training covering von various concepts such as:

• Fundamentals of data-driven for marketing
• Essential marketing metrics
• Leaders vs Laggards
• Obstacles to data-driven marketing
• Financial, non-financial and marketing metrics
• Customer life cycle management
• CPC versus CPM: optimizing metric
• Infrastructure for data-driven marketing
• Marketing campaign management
• Marketing budgets, technology, and core processes

At the end of the training, you will able to understand the return on marketing investment (ROMI) framework which is used for management decisions. You will also understand how to overcome the barriers to professionalizing the marketing process. 

Module 1: Fundamentals

• Introduction to Data-Driven for Marketing
• Defining the Data-Driven Marketing Strategy
• Essential Marketing Metrics
• Marketing Budgets: Key Differences between the Leaders and the Laggards

Module 2: Overcoming the Five Obstacles to Data-Driven Marketing

• Focus on Collecting the Right Data and Create Momentum
• Causality—Conduct Small Experiments
• Lack of Data—Strategies for Obtaining Customer Data
• Resources and Tools—Build the Infrastructure for Data-Driven Marketing
• People and Change—Create a Data-Driven Marketing Culture

Module 3: Marketing Metrics

• Linking Marketing Activities to Metrics
• A Balanced Scorecard for Marketing
• Facing the B2B Measurement Challenge

Module 4: Essential Nonfinancial Metrics

• Metric 1—Brand Awareness
• Metric 2—Test-Drive
• Metric 3—Churn
• Metric 4—CSAT
• Metric 5—Take Rate

Module 5: Essential Financial Metrics

• Profit
• NPV
• IRR
• Payback Defined
• Return on Marketing Investment (ROMI) Framework for Management Decisions

Module 6: Customer Lifetime Value

• Customer Lifetime Value
• The New Marketing Strategy: Value-Based Marketing
• Balancing Short- and Long-Term Customer Profitability
• Customer Life Cycle Management

Module 7: From Clicks to Value with Internet Marketing Metrics

• CPC versus CPM: Optimising Metric
• Optimizing Sponsored Search
• Bounce Rate Changing the Internet Search Marketing Game with Attribution Modeling
• Beyond SEM: Internet Display Advertising Impact
• Hyper targeting Display Advertising in Social Media
• Word of Mouth (WOM) Social Media Marketing Engagement

Module 8: Infrastructure for Data-Driven Marketing

• Which Data Do You Really Need?
• Do You Need to Build a Ranch House or Empire State Building Infrastructure?
• Requirement Complexity

Module 9: Marketing Budgets, Technology, and Core Processes

• Marketing Campaign Management
• Research: Marketing Processes, Technology, and the Link to Firm Performance
• B2B versus B2C Investment Portfolio Mixes
• Overcoming the Four Barriers to Professionalising Marketing Processes
• Upgrading the Marketing Campaign Management Processes