Course Summary
Achieving the ultimate goal of any marketing strategy, 'delivering the right message to the right audience at the right time,' remains a distant dream for marketers. However, with increasing access to a wide variety of marketing data, firms can take a data-driven approach to formulate marketing strategies that are more scientific and number-driven. The objective of this course is to develop marketing strategies using data-driven marketing approaches. The course will introduce various tools and techniques of marketing analytics to generate marketing insights from data. Through the lenses of marketing analytics, you will analyse consumers' online and offline behaviour to maximize firm value and precisely quantify the return of marketing investment. With the growing role of data in marketing, this course will help you answer these following marketing questions: what data/numbers are important, how to use data to tell a brand story, optimize marketing goals, and quantify the return on investment.