Courses

Professional Certification: Marketing Analytics Workshop

**Learn to Convert Marketing Data into Strategic Business Insights**

Course Overview

This program provides a comprehensive overview of marketing analytics in a data-centric world. Moving beyond creativity alone, it focuses on interpreting data to drive strategic decisions. Participants will master analytical tools to plan, execute, and refine marketing campaigns using real-world data. Through practical exercises, case studies, and expert guidance, the workshop delivers hands-on experience with key metrics and platforms, empowering professionals to enhance ROI, customer targeting, and overall business performance with confidence.

By completing this workshop, you will be able to:
  • Grasp the essential role of marketing analytics in strategic decision-making.
  • Track and interpret core KPIs across all marketing channels.
  • Utilize tools like Google Analytics and CRM platforms to analyze data.
  • Segment customer data to drive targeted and personalized campaigns.
  • Analyze the customer journey to identify obstacles and growth opportunities.
  • Assess campaign performance and recommend data-driven optimizations.
  • Apply predictive analytics to inform future marketing strategy.
  • Transform complex data into clear visualizations and actionable insights.
  • Compile and present a professional analytics report tied to business objectives.
  • Create a personal action plan for ongoing skill development.

Workshop Methodology

  • Our approach merges strategic learning with practical application for immediate impact. This immersive experience combines:
  • Expert Instruction: Guided sessions anchored in real-world business examples.
  • Interactive Labs: Hands-on practice with leading analytics platforms and tools.
  • Simulated Scenarios: Exercises in data interpretation and strategic decision-making.
  • Case-Based Learning: Analysis of real cases on ROI, campaigns, and consumer behavior.
  • Collaborative Workshops: Peer discussions and team-based analytics challenges.
  • Applied Reflection: Daily checklists to translate learning into actionable plans.

Designed For

This program is tailored for professionals and leaders responsible for driving business growth and optimizing performance through data. Key attendees include:

  • Marketing executives, managers, and digital/social media specialists
  • Sales, business development, and product management professionals
  • Data analysts focused on marketing insights and outcomes
  • Functional specialists in CRM, SEO, and PPC
  • Entrepreneurs and business owners steering strategic direction

Workshop Outline:

Week 1: Foundations and Core Marketing Analytics Skills

Foundations of Marketing Analytics

This module introduces the core concepts that turn data into strategic advantage. We will explore:

  • Defining marketing analytics and its critical purpose.
  • How analytics directly drives business performance and growth.
  • The four essential data types: Descriptive, Diagnostic, Predictive, and Prescriptive.
  • An overview of the modern analytics technology stack.
Section: KPIs, Metrics & Campaign Performance
  • This section covers the essential frameworks for measuring marketing success:
    Aligning Key Performance Indicators (KPIs) with strategic objectives.
  • Selecting metrics for each funnel stage: awareness, engagement, conversion, and retention.
  • Understanding key attribution models, including first-click and last-click.
Digital Analytics Tools & Dashboards

This module provides practical knowledge for leveraging key platforms to monitor and demonstrate marketing performance.

  • Introduction to core analytics tools, including Google Analytics.
  • Navigating essential reports: audience acquisition, user behavior, and goal completions.
  • Configuring and tracking custom conversions and events.
  • Designing intuitive dashboards to communicate insights to stakeholders.
Data-Driven Segmentation and Targeting

This module focuses on moving beyond broad audiences to precise, actionable customer groups. Learn how to:

  • Apply data analytics to build meaningful customer segments.
  • Utilize RFM (Recency, Frequency, Monetary) analysis for value-based segmentation.
  • Target audiences using behavioral, demographic, and psychographic lenses.
  • Implement personalization strategies powered by these data insights.
Activity: Analyze a Real-World Campaign Simulation
  • Work in teams to audit a simulated multichannel marketing campaign.
  • Develop an executive summary with data-driven recommendations.
  • Present your findings for peer feedback and expert critique.

Week 2: Advanced Analytics and Strategic Marketing Decisions

Module: Funnel Analysis & Journey Optimization

This session focuses on mapping and optimizing the path to purchase.

  • Funnel Fundamentals: Deconstructing the stages of the marketing funnel.
  • Bottleneck Analysis: Identifying key drop-off points and conversion barriers.
  • Journey Mapping: Visualizing and optimizing the cross-channel customer experience.
Predictive Analytics and Forecasting

This advanced session introduces the use of data to anticipate future trends and customer behavior. Topics include:

  • Foundations of Predictive Modeling: Core concepts and applications.
  • Customer-Centric Forecasting: Predicting Customer Lifetime Value (CLV) and churn propensity.
  • Strategic Demand Forecasting: Analyzing demand, seasonality, and campaign performance projections.
  • Essential Techniques: An introduction to key methods, including regression analysis and time series forecasting.
Visualizing Data and Telling Its Story

Apply core principles to visualize marketing data clearly.

  • Utilize tools like Tableau, Power BI, and Excel for dashboards and presentations.
  • Structure a logical and impactful narrative from numbers.
  • Confidently present insights to non-technical audiences.
Integrating Analytics with Business Goals

This module focuses on ensuring data insights drive organizational strategy. Key topics include:

  • Embedding analytics into the core strategic planning process.
  • Aligning marketing insights with product roadmaps, sales objectives, and executive priorities.
  • Fostering a data-driven culture throughout the marketing function.
Culmination: Final Presentations & Certification Ceremony

Participants will demonstrate their mastery by delivering a comprehensive group analysis of a real-world or simulated marketing campaign. The session includes:

  • Final Presentations: Groups present a full campaign analysis with strategic recommendations and key insights.
  • Action Planning: Developing a concrete plan to implement learnings post-workshop.
  • Feedback & Review: A structured feedback session and program wrap-up.
  • Certification: Official awarding of the "Certified Marketing Analytics Professional" certificates.

Certification

Upon successful completion of the 10-day program and final project, participants will be awarded the official certificate: Certified Marketing Analytics Professional.

Course Details

  • Course Type : Certified Courses
  • Location: Ghana | Rwanda
  • Cost: $9,750
  • Duration: 2 weeks / Course
  • Batch 1 :: Date: Feb 23rd - March 6th
  • Batch 2 :: Date: March 9th - March 23rd
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