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Marketing & sales analytics: strategies and tools
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
14.1.2026
11.2.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
Next booking secures the
implementation
Live-Online
22.4.2026
20.5.2026
Places free
Maximum planning security
Implementation already secured
Hook on!
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

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, 14.01.2026
09:30 am - 11:30 am

61442159
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
2

Data-based transformation and basic analytical fitness

  •  
  • 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.
  • 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.
Self-study phase
360 minutes
61442159
Module
2

Data-based transformation and basic analytical fitness

  •  
  • 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.
  • 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.
Self-study phase
360 minutes
61442160
Module
2

Data-based transformation and basic analytical fitness

  •  
  • 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.
  • 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.
Self-study phase
360 minutes
61440604
Module
3

Interactive exchange

  • Application of the self-study units.

  • Discussion of the practical exercises.

  • Open questions and case studies.

Webinar
180 minutes

Wednesday, 28.01.2026
09:30 am - 12:30 pm

61442159
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
4

"Marketing & Sales" strategy and toolbox

  • The path to 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 organizational toolbox for a direct start in practice.
Self-study phase
360 minutes
61442159
Module
4

"Marketing & Sales" strategy and toolbox

  • The path to 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 organizational toolbox for a direct start in practice.
Self-study phase
360 minutes
61442160
Module
4

"Marketing & Sales" strategy and toolbox

  • The path to 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 organizational toolbox for a direct start in practice.
Self-study phase
360 minutes
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

Wednesday, 11.02.2026
09:30 am - 12:30 pm

61442159
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

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 organizational toolbox for a direct start in practice.

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.