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Digital Marketing: Customer Analytics and Engagement


Program Place: Dubai

Program Date: 11.11.2024

Price: $4900

Course Details


Introduction

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.

 

Digital Marketing: Customer Analytics & Engagement will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your marketing strategy for digital. This programme combines deep consumer insights and strategic brand management with cutting edge analytical tools. 

 

You will experience live teaching sessions, video lectures, interactive activities and assignments whilst receiving personal support from a dedicated Learning Team..

Objectives

At the end of the Digital Marketing: Customer Analytics and Engagement Training course, you will be able to :

 

    Identify the most effective digital channels to reach your customer and enhance the reception of your digital marketing efforts
    Incorporate marketing analytics tools into your digital marketing strategy and develop an effective digital marketing campaign
    Build strong customer-brand relationships digitally and engage your customers effectively
    Predict customer behaviour and sentiments using data and turn customer engagement into sales
    Allocate your resources across channels efficiently.

Who Should Attend ?

Digital Marketing: Customer Analytics and Engagement training course ideal 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..

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Course Outline


5 days course


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.