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Marketing and Sales Analytics Table of Contents


Table of Content
 

 

Analytics Introduction

  • Evolution and Scope
  • Data Management and Types
  • Decision Models
  • Problem Solving and Decision Making

Using Spreadsheets for Analytics

  • Excel Formulas
  • Excel Functions
  • Spreadsheet Add-Ins
  • What is Spreadsheet Modeling

Visualizing Data in Spreadsheets

  • Excel Data Visualization Tools
  • Data Queries in Excel
  • Data Summarization in Excel
  • PivotTables and Pivot Charts

Descriptive Statistical Measures

  • Statistical Notation
  • Measures of Location
  • Measures of Dispersion
  • Measures of Shape
  • Measures of Association
  • Frequency Distributions
  • Excel Descriptive Statistics Tools

Probability Distributions

  • Probability Basics
  • Discrete Probability Distributions
  • Continuous Probability Distributions
  • Distribution Fitting

Marketing Management

  • Defining Marketing for the 21st Century
  • Core Concepts in Marketing
  • Marketing Environment
  • Company Orientation towards Market Place
  • The Holistic Marketing Concept

Marketing Research Process

  • The Research Process
  • Formulating the Research Problem
  • Choice of Research Design
  • Determining Sampling Design and Sampling Size
  • Preparing the Research Report
  • Evaluation and Control of Marketing Research

Sampling and Hypothesis

  • Statistics Basics
  • Data Basics
  • Measurement Systems
  • Some Basic Terms
  • Types of Sample Designs
  • Bases of stratification
  • Characteristics of a Good Sample Design
  • Determining the Sample Size

Data Processing and Analysis

  • Data Preparation
  • Data Validation
  • Data Editing
  • Coding
  • Tabulation
  • Data-Processing Methods

Forecasting Methods

  • Forecasting Basics
  • Moving average and Exponential methods
  • Decomposition method
  • ARIMA Model

Environmental Analysis

  • PEST
  • Anticipating Changes in the Law
  • Economic Factors
  • International Factors
  • Social Factors
  • Technological Factors
  • Competitive Intelligence

Segment-Target-Position

  • Segmentation
  • Targeting
  • Positioning
  • Branding

Marketing Strategies

  • Strategic Intent
  • Ansoff’s Product/Market Matrix
  • The Boston Matrix
  • Bowman’s Strategy Clock
  • Generic Strategies – Michael Porter ()
  • The danger of Being ‘Stuck in the Middle’
  • Marketing Control
  • Internal Marketing
  • The Balanced Scorecard
  • Gap Analysis
  • KPI

Test Marketing

  • Test Marketing
  • Other Forms of Experimentation
  • Innovation

Pricing Policy

  • Pricing Decisions
  • Pricing Approaches
  • Pricing and Market Share
  • Pricing Strategies
  • Price Adjustment Strategies

Digital Marketing

  • Introduction
  • E-Commerce
  • Search Engine Optimization
  • Social Media
  • Behavioral Targeting
  • Email Marketing
  • Customer Relationship Management

Sales Management

  • Objectives of Sales Management
  • Sales Executives as Coordinator
  • Coordinating with Advertising
  • Co-ordination with Production
  • Co-ordination with Human Resource
  • The Four Sales Channels
  • Sales Management in the 21st Century
  • A Five-Step Remedy
  • “Top Gun” Sales Managers

Theories of Selling

  • “Right Set of Circumstances” Theory Of Selling
  • “Buying Formula” Theory of Selling
  • “Behavioral Equation” Theory

Prospecting, Objection Handling and Closing

  • Prospecting
  • Formulating Prospect Definitions
  • Searching out Potential Accounts
  • Sales Resistance
  • Closing Sales

Sales Forecasting

  • Market Potential
  • Analyzing Market Potential
  • Market Indexes
  • Sales Potential
  • Sales Forecasting Methods
  • Qualitative Forecasting Methods
  • Poll of Sales Force Opinion
  • Survey of Customers’ Buying Plans
  • Projection of Past Sales
  • Moving Average Method
  • Regression Analysis
  • Econometric Model Building and Simulation

Advanced Sales Analytics

  • Campaign Effectiveness Analysis
  • Dealer wise and Region wise Analysis
  • Customer Analytics (Acquisition, NPS, Lifetime Value, etc)
  • Customer Engagement
  • Promotion Analytics
  • Sentimental analysis

Advanced Marketing Analytics

  • Marketing Success Metrics
  • Price Analytics
  • Market Mix Modeling
  • Digital Marketing Analytics (Web, social media, digital ad)
  • Customer Engagement




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