- Getting started with the course.
- Organizational matters.
- Clarify the course schedule and expectations.

- Introduction to the course topic.

- Getting started with the course.
- Organizational matters.
- Clarify the course schedule and expectations.

- Introduction to the course topic.

- 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.

• 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.

• 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.

• Data sources and data collection in practice.
• Discussion of the practical exercises.
• Open questions and case studies.

• 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.

• 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.

• 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.

• Consolidate ETLV knowledge.
• Transfer to everyday working life.
• Discuss practical applications.

• Consolidate ETLV knowledge.
• Transfer to everyday working life.
• Discuss practical applications.