Marketing & Sales Analytics: Tracking strategies and data preparation
Utilize the full potential of your data sources in marketing and sales!
Did you know?
This course is part of the certified Master Class "Marketing & Sales Analyst". If you book the entire Master Class, you save 28 percent compared to booking the individual modules.
- Getting started with the course.
- Organizational matters.
- Clarify the course schedule and expectations.
- Introduction to the course topic.
- Introduction to the importance of data for marketing and sales
- Old vs. new approaches: From imprecise "total ROI" to precise "marketing ROI" (MROI)
- Total Customer Lifetime Value (TCLV) and Attribution Analysis
- Strategic necessity of data analysis in companies
- Fundamentals of data collection and tracking
- Introduction to the ETLV process: Efficient data refinement
- Practical example: Sunshine Craft Tool Systems (SCTS)
- Traditional (offline) vs. digital (online) data sources
- Organic and paid data channels compared
- Zero, first, second, and third-party data: definition and application
- Tracking strategies and data as a strategic core for companies
- Practical exercise for application.
- Data sources and data collection in practice.
- Discussion of the practical exercises.
- Open questions and case studies.
- Importance and selection of platforms for marketing and sales analytics
- The platform dilemma: How do you find the true value?
- The ACCRA model: Classification of platforms
- Website and app tracking: basics and implementation
- Stationary tracking: Utilizing data from offline channels
- Organic and Paid Tracking: Efficient analysis of organic and paid channels
- The art of data cleansing and data quality management
- Data warehouse, identity resolution, and the single customer view
- Three maturity levels for your analysis
- The tools for data-driven success
- Overview of the most important tools and their application in the ETLV process
- Practical exercise for application.
- Consolidate ETLV knowledge.
- Transfer to everyday working life.
- Discuss practical applications.
Contents
1. Data analysis and tracking: basics
- Introduction to the importance of data for marketing and sales
- Old vs. new approaches: From imprecise "total ROI" to precise "marketing ROI" (MROI)
- Total Customer Lifetime Value (TCLV) and Attribution Analysis
2. The analytical value creation process
- Strategic necessity of data analysis in companies
- Fundamentals of data collection and tracking
- Introduction to the ETLV process: Efficient data refinement
- Practical example: Sunshine Craft Tool Systems (SCTS)
3. Data sources in marketing and sales
- Traditional (offline) vs. digital (online) data sources
- Organic and paid data channels compared
- Zero, first, second, and third-party data: definition and application
- Tracking strategies and data as a strategic core for companies
4. The platform landscape in marketing and sales
- Importance and selection of platforms for marketing and sales analytics
- The platform dilemma: How do you find the true value?
- The ACCRA model: Classification of platforms
5. Data sources and tracking: The building instructions
- Website and app tracking: basics and implementation
- Stationary tracking: Utilizing data from offline channels
- Organic and Paid Tracking: Efficient analysis of organic and paid channels
6. The ETLV process in practice: From silo to insight
- The art of data cleansing and data quality management
- Data warehouse, identity resolution, and the single customer view
7. Dashboards and tools
- Three maturity levels for your analysis
- The tools for data-driven success
- Overview of the most important tools and their application in the ETLV process
This is how you learn in this course
This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course:
Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks.
Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises.
Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions.
Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).
Future Jobs Club: Get exclusive access to a business network, micro-learnings (sparks), news and future work hacks.
Your benefit
- You will learn which internal and external data sources along the customer journey offer the greatest added value for marketing & sales.
- You will learn how to use automated and manual data collection methods to obtain relevant information - including best practices for implementation and validation.
- You understand the steps of data extraction, cleansing, enrichment and integration as well as their preparation for analysis purposes.
- You will develop an understanding of data quality management (DQM) with methods for continuously ensuring the quality and up-to-dateness of your databases.
- You have an overview of important technologies such as tag management systems or customer data platforms (CDPs) that support the entire data process.
- You learn in a practice-oriented way through application exercises and can transfer what you have learned directly into your everyday work.
- You lay a solid data foundation to better understand customer behavior, precisely control campaigns and make well-founded decisions in Marketing & Sales.
Methods
Teaching content via digital components such as e-learning, interactive exercises, webinars, learning assessments and more. Exchange with learners and experts via a community. Location-independent and accessible at any time. Mobile learning when and where you want!
Recommended for
The course is suitable for all data-savvy people who want to make marketing and sales more efficient and successful in their role. This includes the job roles of Marketing Manager, Online Marketer, Growth Manager, Sales Manager, sales manager, Digital Marketer, Customer Experience Manager, E-Commerce Manager, product manager, Data Analyst, Data Scientist, Business Analyst, decision maker, Managing Director, and many more.
Further recommendations for "Marketing & Sales Analytics: Tracking Strategies and Data Preparation"
Mastering the future
Unleash sales potential through the use of analytics and AI - with the Master Class "Marketing & Sales Analyst".
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