Digital Marketing: Customer Analytics and Engagement

Digital Marketing: Customer Analytics and Engagement

Monday 28 June 2021

  • Duration: One Week
  • City: Madrid
  • Fees: Classroom: 4350 GBP / Online: 1975 GBP



A digital marketing strategy is a plan that helps your business achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media. A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.

This immersive and interactive programme combines deep consumer insights and strategic brand management with cutting edge analytical tools. The programme will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your digital marketing strategy.

Course Objectives:

This programme will help you to make strategic digital marketing decisions using innovative marketing analytics tools. By analysing your marketing data, you’ll get to know your customers better and learn to:

  • Build stronger customer-brand relationships through cognitive and affective routes
  • Enhance the reception of your digital marketing efforts
  • Turn customer engagement into sales
  • Incorporate marketing analytics tools into your digital marketing strategy
  • Develop an effective digital marketing campaign by identifying how marketing mix decisions affect your customers’ attitudes and behaviour
  • Engage your customers effectively through digital marketing
  • Identify the most effective digital channels to reach your customers
  • Allocate your resources across channels in the most efficient way
  • Predict customer behaviour and sentiments using online data

Who is this programme for?

  • Mid to senior-level managers looking to incorporate digital strategies into their organisation’s existing marketing efforts.
  • Managers engaged in operational discussions relating to technology and marketing.
  • Marketers and consultants seeking a managerial perspective on digital marketing.
  • It is applicable across industries, including: advertising, banking, consulting, financial services, FMCG, healthcare, IT and retail.

Course Outlines:

Day 1 : Getting Attention Online

  • Understanding who is your customer
  • Key aspects of attention and information processing
  • Cognitive vs affective route of persuasion
  • Promotion vs prevention focus in messaging online
  • High vs peripheral route for persuasive communication
  • Enhancing exposure and cutting through selective attention
  • Other key ways of attracting attention
  • Overcoming the problem of habituation
  • Enhancing comprehension

Day 2 : Winning Minds, Hearts and Sales: Marketing Analytics

  • Tracking consumer attitudes
  • Digging into mindset metrics
  • Linking attitude and purchase metrics to marketing
  • Four criteria for consumer attitudes
  • Marketing investment appeal
  • Strategic implications
  • R tutorial: analysis of consumer attitude metrics and financial performance.

Day 3 : Customer Online Engagement

  • Turning customer attention into online engagement
  • What does your customer remember? Using classical conditioning online
  • What engages customers online?
  • Positioning of your online offering
  • Building connection with the ‘self’ of consumers
  • Building customer brand trust online
  • Building customer brand love online
  • Building customer brand respect online
  • Nudging consumers in low involvement contexts
  • Key cognitive vs affective strategies

Day 4 : Know Better, Serve Better: Marketing Analytics

  • Discover how customers’ digital records reveal data about their profile
  • Reaching consumers via mobile marketing
  • Recommendation algorithms for increased engagement
  • K-means algorithm
  • K-nearest neighbors algorithm
  • Item vs user based recommendations
  • R tutorial: predict factors that influence customer satisfaction and use clustering algorithms

Day 5 : Turning Engagement into Sales I: The Online Customer Journey

  • Turning engagement into sales
  • Funnel management and managing the value ladder part 1
  • Using gamification effectively
  • Linking your offering to customers’ desired end state: means-end-chain analysis
  • Effective website design
  • Behold the extreme consumers
  • Turning interest into action: chemicals that trigger happiness (endorphins and dopamine)
  • Driving customer action and sales
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