Data Driven Insight
What is the programme about?
The digital era has led to many rich new sources of data about customers. As a result, marketers need to deploy new, and sometimes more complex, techniques to turn the data into actionable customer insights and new segmentation schemes.
This programme provides marketers and data analysts with a range of these techniques tailored to your business needs, and the opportunity to practice them. It also provides experience in how these insights, when properly identified and presented, inform critical brand, proposition and planning decisions.
Participants work with and develop insights around case material and data on a live issue faced by the business.
Who will benefit from the programme?
All marketers involved in planning and executing marketing and communications programmes who need to drive insights from multiple sources of data.
What challenges will this programme help you address?
- Problem Solving Skills: Improving skills to explore a business challenge from different perspectives.
- Dealing with Multiple Data Sets: The programme builds skills in mapping different data sets onto each other and identifying breakthrough insights as a result.
- Insight Process: A readily applicable process for developing insights from internal and external data relating to a live business issue.
- Identifying Value in Data: Techniques for interpreting and segmenting data and profiling information.
Contact us about
WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and executionRead more...
S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing planRead more...
LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brandRead more...
CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they faceRead more...