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MARKETING ANALYTICS Certified PRACTITIONER (CMAP) COURSE HENRY HARVIN® EDUCATION HENRY HARVIN® ANALYTICS A C A D E M Y

Certified MARKETING ANALYTICS PRACTITIONER (CMAP) COURSE · Module 04 – Clustering, Market Basket Analytics, Framework to solve analytics case studies LEARNING BASED OUTCOMES Get

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MARKETING ANALYTICSCertified

PRACTITIONER (CMAP) COURSE

HENRY HARVIN®EDUCATION

HENRY HARVIN®

ANALYTICSA C A D E M Y

WHAT IS MARKETING ANALYTICS ?

Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing init iat ives. This is accomplished by measuring per formance (e.g., blogging versus social media versus channel

communications). Marketing analytics uses important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. In other words, it tells you how your marketing programs are really performing.

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WHY MARKETING ANALYTICS IS IMPORTANT ?

Over the years, as businesses expanded into new marketing categories, new technologies were adopted to suppor t them. Because each new technology was typically deployed in isolation, the result was a hodgepodge of disconnected data environments.

Consequently, marketers often make decisions based on data from individual channels (website metrics, for

example), not taking into account the entire marketing picture. Social media data alone is not enough. Web analytics data alone is not enough. And tools that look at just a snapshot in time for a single channel are woefully inadequate. Marketing analytics, by contrast, considers all marketing efforts across all channels over a span of time – which is essential for sound decision making and effective, efcient program execution.

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WHY WHAT YOU CAN DO WITH MARKETING ANALYTICS ?

Ÿ With marketing analytics, you can answer questions like these:

Ÿ How are our marketing initiatives performing today? How about in the long run? What can we do to improve them?

Ÿ How do our marketing activities compare with our

competitors’? Where are they spending their time and money? Are they using channels that we aren’t using?

Ÿ What should we do next? Are our marketing resources properly allocated? Are we devoting time and money to the right channels? How should we prioritize our investments for next year?

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HENRY HARVIN®EDUCATION

HENRY HARVIN®

ANALYTICSA C A D E M Y

(Source: SAS)

ABOUT THE COURSE01

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DURATION/MODE4-days/32-hours Classroom Based Training & Certication Course leading to Professional CerticationCURRICULUM

This course is carefully designed by domain experts in 5 modules that covers the best approaches and most in-use practises for marketing measurement & analysis:

Module 01 – Introduction, Data & Analytics, Linear RegressionModule 02 – Logistic RegressionModule 03 – Decision TreeModule 04 – Clustering, Market Basket Analytics, Framework to solve analytics case studies

LEARNING BASED OUTCOMESGet hands-on experience in applying analytics tools & techniques to real-world marketing problems and understand Analytics-Based Marketing to drive ROI for your marketing campaigns. Thus, become a Data Driven Decision Making Marketer !

TOOLS LEARNEDGain the Skill to Explore + Analyse + Solve Marketing Problems using Analytics Tools: R & Advanced Excel.

TRAINERDelivered by Senior Industry Professionals having extensive experience of Marketing Analytics in diverse domains & industries. These practitioners are also Empanelled as subject matter experts with Henry Harvin Marketing Academy

METHODOLOGYUses mixes of techniques aligned to a unique pedagogy which is Goal-Centric & Action Oriented. Demonstrates Business Case Studies using the statistical tools, exercises & brainstorming using Adaptive Probing Methodology along with classroom theories and learning videos

CONTENTGet 24 x 7 access to Henry Harvin’s Hybrid LMS platform (App / Mobile App-based) with Abundant Content on Marketing Analytics including Courseware (PPT / PDF), data, case studies, articles, books, videos, examples, presentations, resource library & related more

CERTIFICATIONDistinguish your prole with global credential of 'Certied Marketing Analytics Practitioner' and showcase expertise by using the Hallmark of CMAP next to your name. For example: Mr.Rahul Bansal (CMAP) JOB ORIENTED OUTCOMES

Fill the Void of Talent Shortage in Analytics Domain by becoming eligible for thousands of High Paying Jobs in India & Abroad with an upgraded prole through this skill & certication. Additionally, Get Promoted from your current position with added skill set

Startup Focused OutcomesHelps in laying the foundation to Build a Startup in one of the most rewards eld of today. Additionally, can help support an existing startup with High ROI Marketing Campaigns

ABOUT THE COURSE

HENRY HARVIN®

ANALYTICSA C A D E M Y

HENRY HARVIN®EDUCATION

®

HENRY HARVIN®

ANALYTICSA C A D E M Y

COURSE CURRICULUM

MODULE 1

Introduction What is Analytics Types of Analytics Marketing meets Analytics Organisations using Marketing Analytics

Data & Analytics Data Dictionary Data types Data Handling Outlier Treatment Handling Missing Values Marketing Data using MS Excel Functions Pivot Tables MS Excel Charts

Case Study: Help Client to identify most Loyal customers & give recommendations

R Programming R-studio Understanding Basics Packages in R Swirl R Summarise & slice data

Case Study: Help cleanse the data to help marketing manager compare the performance of sales team in different location

Linear Regression What is regression? Introduction to Linear Regression Applications & examples from the marketing world

Case Study: A leading company in US would like to hire a marketing analytics consultant to optimize their marketing spends.

Understanding Data using R Uni-variate analysis Bi-variate analysis Best t line – regression R-square, Adjusted R-square concept Test vs. Train datasets Running the regression in R Linear Equation & signicant variables Assumptions of Linear Regression Testing Multi-collinearity Heteroskedasticity

Case Study: Use R, to help regress various revenue with various marketing spends with to give the required business recommendations and information in the given case study. Relate to marketing mix models and how Linear regression is important tool for marketing analytics.

MODULE 2

Logistic Regression Classication techniques & business problems Intro to Logistic Regression models Why Logistic vs. Linear models Odds Ratio Probability of an event Applications of Logistic regression models

Case Study – Help client predict which customer would buy their product. Associate a probability with each customer to predict the buying of the product.

Generalized Linear models using R Shortlist the signicant variables Test vs Train data sets Validation of the models, Decile analysis, Lift ,Gini, KS stat , C-stat , Hosmer–Lemeshow test. Evaluate the model and give business recommendations.

HENRY HARVIN®EDUCATION

MODULE 3

Decision Tree – Introduction Applications & industry examples Types of Decision Tree ( CART & CHAID ) Splitting Algorithms

Case Study – Understand the various factors interacting at a point of sales on an acquired merchant / shop for Mobile wallet. Use the model to predict Sales in order to acquire the merchant.

R-code Interpretation Final o/p

Case Study – Net Promoter Score (understand NPS & its Promoters by uncovering the relationship between the variables to devise customer satisfaction improvement strategy)

R-code Interpretation Final o/p

Clustering Marketing analytics & unsupervised techniques Why and Where to use Clustering Clustering methods and examples K-means Clustering Algorithm K-means – Cluster the given set of customer base to help in segmentation Practice the k-means using R codes RFM- Recency Frequency Monetary models Identify differences in behaviour of Online shoppers In-store shoppers Multi-channel shoppers

Market Basket Analytics – Intro to the Basics Applications Algorithm

Case Study – E-Retailer selling multiple products wants to devise recommendations on website R-code Interpretation Final o/p

Framework to solve analytics case studiesCRISP – DM & other known frameworks

Ÿ The program is a global standard offering that uses mixes of techniques aligned to a unique pedagogy which is Goal-Centric & Action Oriented

Ÿ Includes classroom theory, learning videos, demonstration of

statistical tools like MS Excel & R programming.Ÿ Real-life case studies using the statistical tools

demonstrated, exercises and brainstorming using adaptive probing methodology

Ÿ Working professionals with roles in following Domains: Sales, Marketing, Digital Marketing, Business Development, Retailing, Branding, Adver tising, Communications and related more

Ÿ Students (MBA/PGDM, Engineering, B.Com, BBA, BA) who want to develop their career in analytics

Ÿ Executives and senior managers who are willing to use the large database of customer information available & are at a position to make Critical Marketing Decisions to inuence the revenue prospects of the organisation

Ÿ IT & Non-IT Professionals willing to Switch to Analytics Domain

Ÿ Individuals aspiring to get Exposure to practical applications of tool-based marketing analytics

Ÿ Individuals working in the following Industries: healthcare, logistics, aviation, banking, IT/ITeS, banking, nance, treasury, defense research, telecom, brewery, h e a v y m a c h i n e r y, m a r k e t i n g , a u t o m o b i l e , pharmaceutical, FMCG, outsourcing, seaways, marine, packaging, hospitality and many more

MODULE 4

HENRY HARVIN®

ANALYTICSA C A D E M Y

COURSE CURRICULUM

METHODOLOGY

FOR WHOM

HENRY HARVIN®EDUCATION

Explore+Analyse+Solve Marketing Problems using

Analytics Tools like R & Advanced Excel.

Understand 'What' & 'How' aspects of Data Collection

Get insights from Industry Best Practices for Marketing

Measurement & Analysis Communicate Marketing Objectives in a focused manner with data analysts & help evaluate results of data analysis better

Develop Goal Oriented Marketing Strategies

Gain Full View of Customers across Different Channels by Accessing+Integrating+Analysing Customer Data through Multiple Sources & Engage Customers in Real Time

Understand Afnity of Product by Analyzing

Transactional data

Understand Analytics-Based-Marketing to drive ROI for your Marketing Campaigns

Take Actionable Data Driven Decisions to

increase market share

Ultimately, identify what is working and what is not working for your Marketing Campaigns

According to a 2015 MIT Sloan Management Review, 40 percent of the companies surveyed were struggling to nd and retain the data analytics talent (Source: Cio.com)

HENRY HARVIN®

ANALYTICSA C A D E M Y

#10 LEARNING BENEFITS

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HENRY HARVIN®EDUCATION

International Data Corporation (IDC) predicts a need by 2018 for 181,000 people with deep analytical skills, and a requirement 5x that number for jobs with the need for data management &

interpretation skills. (Source: Business.com)

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Become Eligible for analytics jobs demanding background

Open doors to Job Opportunities Abroad demanding specialization

Fill the void of thousands of untapped High-Paying Jobs in analytics with Talent Shortage

Get Promoted in your current prole with most in-demand skill

Distinguish your prole from peers during Job Interviews

Earn a Rewarding Certication- 'Certied Marketing Analytics

Practitioner' (CMAP)

Upgrade your biz card with Hallmark of Global Credential-CMAP Professional

added next to your name

Improve your CV & Linkedin Prole with professional development

Support your Startup with high ROI marketing campaigns

Build a Startup in one of the most rewarding elds of today- Analytics !

HENRY HARVIN®

ANALYTICSA C A D E M Y

#10 CAREER BENEFITS

HENRY HARVIN®EDUCATION

About Henry Harvin Education

As a competency and career development organisation, Henry Harvin Education develops, enhances and promotes select skill-sets those are deemed essential of changing times. Embedding ‘Value Creation’ at the core of its vision, Henry Harvin Education partners with best in industry organisations and empanels domain experts to transform careers of diverse audience from industry and academia by harnessing the power of skill-centic training programs. These programs are carefully handcrafted to deliver tangible output for its learners by creating a distinguished biosphere of latest learning technologies, effective content and experienced trainers.Henry Harvin Education is inspired by contributions of Mr.Henry Dunster (First President of America’s Oldest University) to the education industry which sustain for over 400 years.

About Henry Harvin ANALYTICS ACADEMY Henry Harvin Analytics Academy has been setup with an objective to upskill the current technology and management workforce with in-demand analytics skillset. These skills are imparted through action oriented learning solutions that are carefully handcrafted by subject matter exper ts with extensive industry experience. These learning solutions are delivered using our unique goal-centric pedagogy by select professionals from leading organizations those also empanelled as domain experts with the academy. This enables the academy in achieving its goal of empowering aspiring analytics professionals to reach their full professional potential. Henry Harvin Analytics Academy aims to function in its outreach geographies and generate 50,000 employable analytics professionals till 2020 !

HENRY HARVIN®

ANALYTICSA C A D E M Y

henryharvin.com

[email protected]

+91 9015266266

+91 9599914134

HENRY HARVIN®EDUCATION

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