Marketing Analytics: Strategy and Decision-Making

The digital age provides businesses with a wealth of data about consumer choices. A major challenge organizations face, however, is an evident skills gap among marketing professionals to translate that information into meaningful and actionable insights. As a result, marketers are increasingly looking to engage, measure, adapt, and optimize every touchpoint of the customer experience. They need a strategy for their customer and performance data that moves in real time and at scale. The Marketing Analytics: Strategy and Decision-Making online short course from the University of Cape Town (UCT) addresses the why, where, and what of marketing analytics: Why is it needed, where are the main touchpoints, and what analytical techniques can be leveraged to drive marketing efficacy? Over eight weeks, you’ll answer these questions by exploring the current state of marketing analytics, including key challenges that restrict strategic choices. You’ll discover why big data has transformed marketing and learn how to design an analytics framework that leverages big data for marketing decision-making. Using a variety of real-world scenarios, you’ll engage with concepts and techniques to better understand your customers and create data-driven outcomes that optimize return on marketing investment. Finally, you’ll explore existing and proposed privacy frameworks, and the impact that emerging trends will have on the future of marketing. This course is designed for anyone working in the field of marketing or aspiring towards a career in marketing analytics. It will also be beneficial to business leaders and C-suite professionals looking to increase the efficiency and effectiveness of their marketing departments to boost their bottom lines and stay ahead of competitors. Middle to senior managers looking to update their knowledge and move their career in a new direction will benefit from the real-world marketing scenarios discussed in the course. Newly qualified and existing marketing professionals who want to deepen their understanding of technologies, tools, and tactics will gain an expert-led skill set. 37:T15bf

• On completion of this course, you’ll walk away with:The confidence to optimise return on investment for your marketing decisions, backed by data. A customer segmentation plan that personalises the consumer experience and provides insight into their unique personas. A customer lifetime value management framework to ensure long-term, profitable customer relationships and brand retention. The ability to navigate the marketing technology (MarTech) landscape and learn how to choose a MarTech stack that enables holistic management of your marketing efforts. Unlimited access to edX’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.