Marketing analytics workshop
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  • 1. Convergytics - Marketing Analytics Workshop1 Confidential
  • 2. Convergytics - Marketing Analytics WorkshopTable of Contents 1. Introduction to Marketing Analytics – 1 Hour 2. Customer Profiling, Insights, RFM Analysis – 5 Hours 3. Customer Life Cycle Modeling – 5 Hours 4. Product Based Modeling & Market Basket Analysis – 5 Hours 5. Customer Lifetime Value – 5 Hours 6. Media Mix Modeling – 5 Hours 7. Integrated CRM Contact Strategy – 2 Hours 8. Measurement Techniques – 2 Hours 2 Confidential
  • 3. Convergytics - Marketing Analytics WorkshopSession 1: Introduction to Marketing Analytics – 1 HourMarketing analytics is a supportive science that helps marketers optimize their return onmarketing investment by analyzing inherent patterns in data and identifying the fouressential Ws of marketing – Whom to target, What to target them with, How to target themand When to target them.As part of this course, we will go through the end to end activities of marketing and howcan analytics benefit marketers in each step. We will start with basic techniques likecustomer profiling and move on to more complex things like life cycle modeling, customerlife time value, product based modeling, media mix modeling among others and we will useactual industry examples for each of these techniques as hands on problem solving exercise.The sessions have been designed in such a way that there is continuity between sessionswith an adequate mix of theory, case studies and example. The session will finally concludeby using all the examples used in the course of training to create an integrated contactstrategy as will be designed by marketers for execution.Once the integrated contact strategy has been designed, the final session will be onmeasurement techniques used in marketing analytics and how feedback frommeasurement can be incorporated to improve the programs.Session 1: Customer Profiling, Insights, RFM Analysis – 5 Hours Most marketers do not spend sufficient time on understanding the customers leading to ineffective and irrelevant marketing programs. It is essential to understand the customer and his value, engagement levels, purchase behavior patterns before we can design any marketing programs. This session will cover the basic techniques ofcustomer profiling, RFM analysis by using customer data from a leading technologycompany 1. Basics of Customer Profiling 2. RFM Analysis 3. Industry Case Studies 4. Example using customers from a leading technology company 3 Confidential
  • 4. Convergytics - Marketing Analytics WorkshopSession 2: Customer Life Cycle Modeling – 5 HoursAs we have learned in the previous session, we have a need to create a strong proactiveretention program to prevent at risk customer from attriting. We will also briefly touchupon other life cycle models like- acquisition & onboarding, reactivation, 1. Introduction to Life Cycle Model and Different type of Life cycle models 2. Variable & Hypothesis testing- Issue Tree approach 3. Industry Case Studies Hands on example of implementing an At Risk Model for a technology 4. companySession 3: Product Based Modeling & Market Basket Analysis – 5 Hours In this session, we will understand what to target the customers with and building models that will help marketers identify what will be the customer’s next purchase 1. Product based modeling and Next Logical purchase 2. Market Basket Analysis – “Did you know that in US, Beers and Diapers are placed together as mostly men do the shopping and always pick up Beer when they are in the store to buy Diapers” 3. Industry Case Studies 4. Hands on example of product propensity modeling using customer data from a leading technology company 4 Confidential
  • 5. Convergytics - Marketing Analytics WorkshopSession 4: Customer Lifetime Value – 5 Hours In this session, we will understand how to estimate life time value of a customer and use that information as an overarching guidance for designing strategic marketing programs. We will also look at different approaches in the market to calculating life time value including the regular formula based approach and the other one which is more applicable to marketing called the state transition matrix. The following would be covered in the session. 1. Approaches for calculating life time value 2. Creating marketing programs based on lifetime value 3. Hands on example of computing lifetime value using customer data from a leading technology company 4. Industry Case Studies 5. Hands on example of creating a marketing program using customer lifetime value and integrating the output of this with product based modelsSession 5: Media Mix Modeling – 5 HoursIn this session, we will understand the interaction effects of various marketing vehicles anddetermining ROI on spend of different vehicles 1. Introduction to Media Mix Modeling 2. Modeling Techniques 3. Industry Case Studies 4. Hands on example of creating a media mix modelingSession 6: Integrated CRM Contact Strategy – 2 HoursIn this session, we will understand how to create an integrated program for regulartargeting by combining outputs from all the above programsSession 7: Measurement Techniques – 2 HoursIn this session, we will understand the different measurement techniques that can be usedto measure the effectiveness of different programs and scenarios 5 Confidential