DATES
| 20 - 24 Nov 2022 | Live/Online | US $ 2400 | Enroll now |
Introduction
Advanced analytics is a broad category of inquiry that can be used to help drive changes and improvements in business practices. While the traditional analytical tools that comprise basic business intelligence (BI) examine historical data, tools for advanced analytics focus on forecasting future events and behaviors, enabling businesses to conduct what-if analyses to predict the effects of potential changes in business strategies.
This Advanced Analytics online training course covers:
- Making good measures
- Interpreting results
- Campaign Analysis
- Business Optimization and Prediction
Program Objectives
On completion of the Fast Track Advanced Data and Analytics online training course you will be able to:
- Challenge business objectives and select relevant KPIs
- Establish and map broader stakeholder needs for measurement
- Select the best tool to use for a particular analytical task
- Practice structured approaches to identify good and bad performance versus KPIs
- Evaluate multichannel performance across campaigns and channels
- Forecast future performance based on historical trends
- Identify patterns that can be used for predicting future behaviour
- Formulate and present data driven recommendations
Program Outline
Day 1 – Making Good Measures
- Introduction
- Analytics strategy
- Maturity model
- Multichannel data sources
Metrics
- Key metric definitions and limitations
- Benchmarking conversion and engagement
- Objective and KPI setting
Day 2 – Digital Measurement Why and How
Measurement Frameworks
- Digital measurement frameworks
- Customer lifecycle frameworks
- Mapping personas for measurement
Digital Measurement Design
- Website and app process mapping
- Site search, filtering and facets
- Content, product and service taxonomy
- In-page events and rich media
- Tag management
Day 3 – Interpreting Results
Tools
- Digital analytics tools
- Data analytics ecosystem
Statistical and Financial Perspectives
- Statistical fundamentals
- Calculating NPV and ROI
Day 4 – Campaign Analysis
Analysing Behavioural Data
- Filtering, drill-down, crosstab and sorting
- Funnel and pathing analysis
- Behavioural segmentation
Campaign Analysis and Attribution
- Multichannel analysis
- Campaign evaluation
- Attribution modelling
Day 5 – Optimise and Predict
Forecasting
- Forecasting methodologies
- Correlation and regression
- Cost/benefit analysis
Data Mining
- Segmentation and clustering algorithms
- Decision trees and artificial neural networks
- Commercial applications
Consolidation and Review
- Data analysis and presentation
- Masterclass actions