Digital Marketing: Customer Analytics and Engagement

Course Info

Length: 1 Week

City: Kuala Lumpur

Type: In Classroom

Available Dates

  • Apr-01-2024

    Kuala Lumpur

  • May-06-2024

    Kuala Lumpur

  • June-03-2024

    Kuala Lumpur

  • July-01-2024

    Kuala Lumpur

  • Aug-05-2024

    Kuala Lumpur

  • Sep-02-2024

    Kuala Lumpur

  • Oct-07-2024

    Kuala Lumpur

  • Nov-04-2024

    Kuala Lumpur

  • Dec-02-2024

    Kuala Lumpur

Dates in Other Venues

  • Mar-11-2024

    Singapore

  • Mar-11-2024

    Paris

  • Mar-18-2024

    Dubai

  • Mar-18-2024

    Barcelona

  • Mar-25-2024

    London

  • Mar-25-2024

    Amsterdam

  • Apr-01-2024

    Istanbul

  • Apr-08-2024

    Paris

  • Apr-08-2024

    Singapore

  • Apr-15-2024

    Dubai

  • Apr-15-2024

    Barcelona

  • Apr-22-2024

    London

  • Apr-29-2024

    Amsterdam

  • May-06-2024

    Istanbul

  • May-13-2024

    Singapore

  • May-13-2024

    Paris

  • May-20-2024

    Dubai

  • May-20-2024

    Barcelona

  • May-27-2024

    Amsterdam

  • May-27-2024

    London

  • June-03-2024

    Istanbul

  • June-10-2024

    Paris

  • June-10-2024

    Singapore

  • June-17-2024

    Dubai

  • June-17-2024

    Barcelona

  • June-24-2024

    Amsterdam

  • June-24-2024

    London

  • July-01-2024

    Istanbul

  • July-08-2024

    Singapore

  • July-08-2024

    Paris

  • July-15-2024

    Dubai

  • July-15-2024

    Barcelona

  • July-22-2024

    London

  • July-29-2024

    Amsterdam

  • Aug-05-2024

    Istanbul

  • Aug-12-2024

    Singapore

  • Aug-12-2024

    Paris

  • Aug-19-2024

    Barcelona

  • Aug-19-2024

    Dubai

  • Aug-26-2024

    London

  • Aug-26-2024

    Amsterdam

  • Sep-02-2024

    Istanbul

  • Sep-09-2024

    Paris

  • Sep-09-2024

    Singapore

  • Sep-16-2024

    Barcelona

  • Sep-16-2024

    Dubai

  • Sep-23-2024

    London

  • Sep-30-2024

    Amsterdam

  • Oct-07-2024

    Istanbul

  • Oct-14-2024

    Paris

  • Oct-14-2024

    Singapore

  • Oct-21-2024

    Barcelona

  • Oct-21-2024

    Dubai

  • Oct-28-2024

    Amsterdam

  • Oct-28-2024

    London

  • Nov-04-2024

    Istanbul

  • Nov-11-2024

    Paris

  • Nov-11-2024

    Singapore

  • Nov-18-2024

    Barcelona

  • Nov-18-2024

    Dubai

  • Nov-25-2024

    London

  • Nov-25-2024

    Amsterdam

  • Dec-02-2024

    Istanbul

  • Dec-09-2024

    Singapore

  • Dec-09-2024

    Paris

  • Dec-16-2024

    Dubai

  • Dec-16-2024

    Barcelona

  • Dec-23-2024

    London

  • Dec-30-2024

    Amsterdam

Course Details

Course Outline

5 days course

 

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

 

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.

 

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

 

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

 

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

Course Video