Advanced Analytics for Sales & Marketing

Successful sales and marketing require harnessing the power of the best available tools to acquire the intelligence necessary to make informed decisions and gain a competitive edge. The solution is Advanced Analytics. Thanks to the availability of a massive amount of data, advanced analytics in marketing has become more important than ever. According to a BMO Capital Markets report, marketers spend US$50 billion per year on big data and advanced analytics to improve marketing’s impact on business. Big data and analytics can help a business predict consumer behaviour, improve decision-making across the board and determine the Return on Investment (ROI) of its marketing efforts. By addressing these aspects adequately, the business would not only be able to protect its market share, but also expand into new territories. Analytics also ensures that consumers see a greater number of targeted, personalized ads that speak to their specific needs and interests, rather than mass communications that tend to annoy.

Marketing data can be analysed using a variety of methods and models depending on the Key performance indicators (KPIs)being measured. In this handbook, through practical tools and techniques, you will gain valuable insights into your customers and what drives their purchasing decisions. You will also learn to use the Customer Lifetime Value formula to guide marketing and product decisions throughout the consumer journey and follow key steps for implementing an innovative marketing and sales analytics initiative in your organization when the handbook concludes.

This handbook does not require any programming or computer science expertise and is written to introduce the basics of advanced analytics to anyone, whether you have a technical background or not.