Marketing decisions, backed by the data — not the gut feeling.
Campaign analytics, customer analytics, and predictive modeling for marketers who want to move from "I think" to "I know" — a 3-day intensive built for marketing and media executives.
The gap between marketers who use data and those who guess is widening fast.
Marketers today increasingly use AI and machine learning to analyze huge amounts of customer data and predict what customers and prospects are likely to do next — then adapt messaging, products, and offers accordingly.
Done well, this means better personalization (the Amazon/Netflix playbook), more targeted advertising, a stronger marketing mix built on fast analysis instead of slow trial-and-error, and more robust media plans built on predictive modeling instead of instinct.
Prerequisites: experience in marketing or media, and basic familiarity with data analytics concepts.
Six areas, taught as a 3-day intensive program.
Campaign Analytics
Measure what a campaign actually did — not just reach and impressions, but the downstream effect on customer behavior.
Customer Analytics
Understand customer profiles and buying patterns well enough to build genuinely personalized recommendations, not generic segments.
Text & Sentiment Analytics
Turn unstructured customer feedback and social commentary into a measurable signal about how a brand is actually perceived.
Predictive Modeling
Build models that forecast what customers and prospects are likely to do next — the foundation of proactive, not reactive, marketing.
Segmentation
Move beyond demographic guesswork to statistically grounded segments that actually predict behavior.
Social Media Analytics
Analyze social data at scale to catch shifts in customer sentiment and engagement before they show up in sales numbers.
Built on live customer analytics and branding projects — not hypothetical ones.
This course draws on real consulting work from Marketways Arabia, including customer profiling and branding research and retail market segmentation studies — the same techniques you'll apply to your own marketing data.
This course can also be delivered as a customized program for your organization's specific business needs.
See all Applied Analytics tracks →