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Marketing & sales analytics: strategies and tools
Back See overview
Course
1

Booking no:

42169

Marketing & sales analytics: strategies and tools

Learn how to introduce your business unit to data-based transformation, how to successfully manage stakeholders and lay the foundation for successful marketing and sales analyses.

4 weeks
approx. 20 hours
Online
German
Junior, Professional and Master Class

Date preview

Start date
Last module
Availability
Location
22.4.2026
20.5.2026
Places free
Maximum planning security
Implementation already secured
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Next booking secures the
implementation
Live-Online
9.7.2026
30.7.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online
15.9.2026
13.10.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online
13.1.2027
10.2.2027
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online
Book course individually

Module overview

The following module overview shows dates for the course start on
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Module
1

Kick-off and thematic introduction

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Wednesday, 22.04.2026
09:30 am - 11:30 am

61442160
Module
1

Kick-off and thematic introduction

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Thursday, 09.07.2026
1:00 pm - 3:00 pm

61440604
Module
1

Kick-off and thematic introduction

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Tuesday, September 15, 2026
, 9:30 a.m. – 11:30 a.m.

61459488
Module
1

Kick-off and thematic introduction

  • Entry into the course.
  • Organizational matters.
  • Clarify course schedule and expectations.
  • Introduction to the course topic.
Webinar
120 minutes

Wednesday, January 13, 2027
9:30 a.m. - 11:30 a.m.

61459454
Module
2

Data-driven transformation

What everyone in your company should know about data-driven transformation 

  • Why data is crucial for the economy
  • Versatile uses of data in marketing and sales
  • Common misunderstandings surrounding the topic of "data"

Understanding the maturation process of data-driven transformation

  • Why being "data-driven" alone is not enough to be successful
  • Data literacy as a foundation
  • The stages of data use by companies
Self-study phase
300 minutes
61442160
Module
2

Data-driven transformation

What everyone in your company should know about data-driven transformation 

  • Why data is crucial for the economy
  • Versatile uses of data in marketing and sales
  • Common misunderstandings surrounding the topic of "data"

Understanding the maturation process of data-driven transformation

  • Why being "data-driven" alone is not enough to be successful
  • Data literacy as a foundation
  • The stages of data use by companies
Self-study phase
300 minutes
61440604
Module
2

Data-driven transformation

What everyone in your company should know about data-driven transformation 

  • Why data is crucial for the economy
  • Versatile uses of data in marketing and sales
  • Common misunderstandings surrounding the topic of "data"

Understanding the maturation process of data-driven transformation

  • Why being "data-driven" alone is not enough to be successful
  • Data literacy as a foundation
  • The stages of data use by companies
Self-study phase
300 minutes
61459488
Module
2

Data-driven transformation

What everyone in your company should know about data-driven transformation 

  • Why data is crucial for the economy
  • Versatile uses of data in marketing and sales
  • Common misunderstandings surrounding the topic of "data"

Understanding the maturation process of data-driven transformation

  • Why being "data-driven" alone is not enough to be successful
  • Data literacy as a foundation
  • The stages of data use by companies
Self-study phase
300 minutes
61459454
Module
3

Interactive exchange

  • Application of the self-study units.

  • Discussion of the practical exercises.

  • Open questions and case studies.

Webinar
180 minutes

Wednesday, 06.05.2026
09:30 am - 12:30 pm

61442160
Module
3

Interactive exchange

  • Application of the self-study units.

  • Discussion of the practical exercises.

  • Open questions and case studies.

Webinar
180 minutes

Monday, 20.07.2026
1:00 pm - 4:00 pm

61440604
Module
3

Interactive exchange

  • Application of the self-study units.

  • Discussion of the practical exercises.

  • Open questions and case studies.

Webinar
180 minutes

Tuesday, September 29, 2026
, 9:30 a.m. – 12:30 p.m.

61459488
Module
3

Interactive exchange

  • Application of the self-study units.

  • Discussion of the practical exercises.

  • Open questions and case studies.

Webinar
180 minutes

Wednesday, January 27, 2027
, 9:30 a.m. – 12:30 p.m.

61459454
Module
4

Marketing and sales strategy

Improve your basic analytical skills

  • Organization: structural positioning, strategic integration, and institutional support for marketing and sales analytics
  • Culture: Mindset change for data-driven decisions
  • Technology: Accessing and connecting data sources and selecting suitable tools
  • Compliance & Policy: Ensuring legal standards and internal coordination

Plan your path to a successful marketing and sales analytics strategy

  • What is a data strategy?
  • The human-centered marketing and sales data strategy
Self-study phase
510 minutes
61442160
Module
4

Marketing and sales strategy

Improve your basic analytical skills

  • Organization: structural positioning, strategic integration, and institutional support for marketing and sales analytics
  • Culture: Mindset change for data-driven decisions
  • Technology: Accessing and connecting data sources and selecting suitable tools
  • Compliance & Policy: Ensuring legal standards and internal coordination

Plan your path to a successful marketing and sales analytics strategy

  • What is a data strategy?
  • The human-centered marketing and sales data strategy
Self-study phase
510 minutes
61440604
Module
4

Marketing and sales strategy

Improve your basic analytical skills

  • Organization: structural positioning, strategic integration, and institutional support for marketing and sales analytics
  • Culture: Mindset change for data-driven decisions
  • Technology: Accessing and connecting data sources and selecting suitable tools
  • Compliance & Policy: Ensuring legal standards and internal coordination

Plan your path to a successful marketing and sales analytics strategy

  • What is a data strategy?
  • The human-centered marketing and sales data strategy
Self-study phase
510 minutes
61459488
Module
4

Marketing and sales strategy

Improve your basic analytical skills

  • Organization: structural positioning, strategic integration, and institutional support for marketing and sales analytics
  • Culture: Mindset change for data-driven decisions
  • Technology: Accessing and connecting data sources and selecting suitable tools
  • Compliance & Policy: Ensuring legal standards and internal coordination

Plan your path to a successful marketing and sales analytics strategy

  • What is a data strategy?
  • The human-centered marketing and sales data strategy
Self-study phase
510 minutes
61459454
Module
5

Conclusion and practical transfer

  • Application of the strategic toolbox.
  • Case studies for data-based transformation.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Wednesday, 20.05.2026
09:30 am - 12:30 pm

61442160
Module
5

Conclusion and practical transfer

  • Application of the strategic toolbox.
  • Case studies for data-based transformation.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Thursday, 30.07.2026
1:00 pm - 4:00 pm

61440604
Module
5

Conclusion and practical transfer

  • Application of the strategic toolbox.
  • Case studies for data-based transformation.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Tuesday, October 13, 2026
9:30 a.m. - 12:30 p.m.

61459488
Module
5

Conclusion and practical transfer

  • Application of the strategic toolbox.
  • Case studies for data-based transformation.
  • Practical applications and transfer to everyday working life.
Webinar
180 minutes

Wednesday, February 10, 2027
, 9:30 a.m. – 12:30 p.m.

61459454

Course overview

Contents

  • Understanding data-based transformation in the company
    • Why data is economically crucial.
    • The versatile application possibilities of data in marketing & sales.
    • Common misunderstandings around the topic of "data".
    • Why "data-driven" alone is not enough to be successful.
    • Data literacy as a basis.
  • Data skills for marketing & sales
    • Analysis of the company's maturity level for marketing & sales analytics.
    • Building basic analytical fitness: the path to the measurement concept.
    • Modeling the customer journey.
    • Operationalization: Understanding KPIs, metrics and dimensions.
    • Systematization: Creation of driver trees and analysis frameworks.
    • The analytical value creation process.
  • First steps towards a successful marketing & sales analytics strategy
    • Organization: structural positioning, strategic integration and institutional support of Marketing & Sales Analytics.
    • Culture: Mindset change for data-driven decisions.
    • Technology: Developing and connecting data sources and selecting suitable tools.
    • Compliance & Policy: ensuring legal standards and internal coordination.
    • The human-centered marketing and sales data strategy

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, news and future work hacks. 

Back See overview
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