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Thought Leadership Series || Marketing Analytics

Workshop Outline

Understanding data and turning the insights from data into customer and organisation value is one of the core competencies for the modern marketer. This half-day masterclass introduces Marketers to understand the impact that marketing analytics can make on the customer experience and the value that can be created by effectively integrating analytics into their marketing processes.

On completion of this masterclass participants will understand how to improve marketing ROI through the breathtaking beauty of marketing analytics. Topics covered will include: what is analytics, how to detect changes in customer behavior and how to quantify the value from analytics projects.

The strength of this masterclass is the practical, marketing speak explanations/discussions of analytics and how marketers can take action!

Key Learning outcomes

>> Understand the breadth of analytics techniques
>> Different data sources available for marketing purposes
>> How to get started and what to prioritise
>> How to build a better relationship with the analytics and IT functions
>> Integrating digital marketing activity

Who Should Attend:

This Masterclass is ideal for Senior Marketers who need to communicate more effectively with their target audience.
You will gain understanding and take away new skills you can apply in your organisation immediately.

Masterclass Detail:

Introducing students to the applications of analytics in marketing:
What role does data & Analytics play in brand story telling, value proposition creating, personalisation, prioritisation, test & learn and rapid experimentation, channel choice, always on marketing and managing customer experience.
What is Analytics?
Different types of analysis for different types of business problems
Big Data?
How do you use analytics – overview of analytics methodology and how it can be applied
Value derived from marketing analytics
Introducing students to the different sources of data which could be harnessed for marketing activities :
Transactional – traditional sources; ‘business as usual’ data
Owned digital assets – websites and online assets such as social communities
Other digital sources – internet activity outside of an organisation’s owned assets
Other sources – research, other publicly available data and data aggregators
Common types of data tasks in marketing:
Insights – exploration a variety of marketing challenges
Segmenation – dividing customers into distinct groups for relevance
Targeting – Predictive modelling to focus effort
Personalisation – customising the experience using individual level data
Automation – rapid-response to customer actions and behaviour
Practical applications for data:
Planning – using insights to make decisions
Acquisition – new and improved ways to find customers
Engagement – Keeping customers connected
Retention – using data to develop longer more profitable relationships
Making it happen – practical aspects:
Defining the problem and desired outputs
Sourcing the right data – gathering, formatting and data hygiene
Matching, combining and transforming
Analysis and interpretation
Implementation and operation
Tools and systems
Cross-team working – marketing, IT and analytics
Please bring your laptop computer to this workshop.

Facilitator: Des Viranna
As the Head of Analytics for Microsoft Australia, Des is responsible for the data and analytics platforms used to create value for the customer. In this marketing leadership role Des is leading the implementation of a personalisaton strategy to support modern marketing and cross-functional-customer centred program.

Working in Deloitte and SAS, Des has extensive experience across industries in developing effective marketing intelligence strategies through thought-leadership/best practice and effective use of analytics to promote customer centric change while delivering measurable results for sales and marketing.

Des’ experience covers customer analytics, integration of analytics into the marketing process, campaign management and optimisation, customer lifecycle marketing, event trigger based marketing, optimising digital and direct marketing and debt recovery processes, real time inbound marketing and next best activity.

FAX 1300 131 468
TEL 1300 737 445
EMAIL events@ami.org.au
MAIL Thought Leadership Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001

http://www.ami.org.au/imis15/AMI/Events/Event_Display.aspx?EventKey=TLWA0216

When

10th May 2016 08:30 am
To 10th May 2016 12:30 pm

Where

Cliftons Training Facility
Ground Level, Parmelia House, 191 St Georges Terrace,
Perth 6000