Crm And Marketing Analytics: From Data To Strategy

Transform your marketing strategies with data-driven insights by mastering CRM and marketing analytics.

What you'll learn

Understand the core principles of CRM and marketing analytics.

Learn how to analyze real marketing data and extract valuable insights.

Understand and apply decision-making frameworks like CCMF in marketing contexts.

Gain proficiency in using log-linear data and binary logit models for retention analysis.

Learn how to calculate the utility and make data-driven targeting decisions.

Master the art of using marketing analytics to optimize customer strategies and improve campaign effectiveness.

Requirements

There are no formal prerequisites for this course, but it is recommended that students have a basic understanding of marketing concepts and data analysis techniques. Familiarity with Excel or statistical software for data analysis would also be beneficial.

Description

Course Introduction:In the competitive world of marketing, data-driven strategies are more important than ever. This CRM and Marketing Analytics course is designed for marketers, analysts, and business professionals who want to learn how to effectively apply data analytics to customer relationship management (CRM) and marketing strategies. Through this course, students will gain a comprehensive understanding of how to use analytics to enhance customer retention, measure marketing effectiveness, and optimize marketing campaigns. Whether you're looking to make more informed decisions, improve customer loyalty, or drive growth, this course will provide you with the necessary tools and techniques.Section-wise Write-up:Section 1: Introduction to CRM and Marketing AnalyticsThe course begins with a foundational overview of CRM and marketing analytics. Students will explore the concept of customer relationship management (CRM) and how data analytics plays a critical role in shaping marketing decisions. The first lecture introduces CRM and marketing analytics, setting the stage for understanding the importance of data in modern marketing practices. This section is designed to help students grasp key concepts and the relevance of analytics in building and maintaining strong customer relationships.Section 2: Getting Started with Marketing AnalyticsIn this section, students will dive deeper into the world of marketing analytics. It begins with exploring marketing problems and Customer Contact and Marketing Framework (CCMF), providing insight into real marketing data and how decision-making is influenced by data analysis. Students will then move on to understand log-linear data and data analysis techniques used in marketing contexts.The section also introduces DSA (Data Set Analysis) for extracting initial marketing insights and discusses how to interpret summary outputs to derive actionable marketing implications. The lectures will explore key marketing questions, including how to target customers and predict marketing outcomes. Through practical examples, students will apply models such as the Logit Model to estimate binary retention decisions and calculate utility, leading to a better understanding of customer behavior.Key topics covered include:CCMF and marketing problemsReal marketing data and how to analyze itUnderstanding and applying log-linear dataEstimating binary logit models for retention and targetingMarketing implications and how to optimize strategies using dataConclusion:This course provides a solid foundation in CRM and marketing analytics, with practical applications designed to give students the tools to optimize their marketing strategies using data. From exploring customer behavior models like the logit model to analyzing real marketing data, students will leave with the skills needed to enhance customer relationships, improve retention, and make informed decisions.

Overview

Section 1: Introduction

Lecture 1 Introduction to CRM and Marketing Analytics

Section 2: Getting Started Marketing Analytics

Lecture 2 Marketing Problems and CCMF

Lecture 3 Real Marketing Data

Lecture 4 How CCM Decision Made Differently

Lecture 5 Log Linear Data

Lecture 6 Data Analysis

Lecture 7 DSA-Initial Marketing Insights

Lecture 8 Summary Output

Lecture 9 Marketing Implications How and Whom

Lecture 10 Logit Model

Lecture 11 Estimating Binary Logit Model of Retention

Lecture 12 How to Calculate the Utility

Lecture 13 Value Actual Likelihood

Lecture 14 Banking Balance

Lecture 15 Targeting Questions

Lecture 16 Predicted Value

Marketing professionals looking to leverage data for decision-making and strategy development.,Data analysts who want to expand their skill set in marketing analytics.,CRM managers and customer experience professionals seeking to enhance customer retention and loyalty through analytics.,Anyone interested in learning how to optimize marketing campaigns and improve customer targeting using data.