Analytics, a business process includes data collection, processing, analysis and interpretation for better decision making and gaining insights. Globalization and increased competition across the world, has made optimizing business processes and informed business decisions making, more relevant. Analytics is the tool to effectively compete as it provides, insights and informed decision making.

Marketing analytics is differentiating factor for the effectiveness of marketing processes and factors affecting it. Sales analytics helps in understanding the effectiveness of sales processes and factors affecting its performance.

The course covers

Basics of Analytics and statistics
Using MS-Excel for analytics
Marketing Management
Marketing Research
Promotion Analytics
Customer Analytics
Digital Marketing Analytics
Sales Management
Customer Loyalty
Sales Forecasting

Why should I take this Certification?

This Course is intended for marketing professionals, managers, consultants and graduates wanting to excel in marketing analytics. It is also well suited for those who are already working and would like to take certification for further career progression.

Earning Vskills Certified Marketing and Sales Analytics Professional Certification can help candidate differentiate in today's competitive job market, broaden their employment opportunities by displaying their advanced skills, and result in higher earning potential.

How will benefit from taking this Certification?

Job seekers looking to find employment in marketing, sales, customer engagement or marketing research compliance departments of various companies, students generally wanting to improve their skill set and make their CV stronger and existing employees looking for a better role can prove their employers the value of their skills through this certification.

Companies that hire Marketing and Sales Analytics Professional

Marketing and Sales Analytics Professionals are in great demand. Companies specializing marketing, sales, brand management and consultancy, are constantly hiring skilled Marketing and Sales Analytics Professionals. Various public and private companies also need Marketing and Sales Analytics Professional for their requirement for marketing optimization and analysis.

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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

Certified Marketing and Sales Analytics Professional

How It Works

Test Details

Benefits of Certification

Why should I take this Certification?

How will benefit from taking this Certification?

Marketing and Sales Analytics Table of Contents

Marketing and Sales Analytics Practice Test

Marketing and Sales Analytics Interview Questions

Companies that hire Marketing and Sales Analytics Professional

Apply for Marketing and Sales Analytics Certification

TABLE OF CONTENT

Analytics Introduction

Using Spreadsheets for Analytics

Visualizing Data in Spreadsheets

Descriptive Statistical Measures

Probability Distributions

Marketing Management

Marketing Research Process

Sampling and Hypothesis

Data Processing and Analysis

Forecasting Methods

Environmental Analysis

Segment-Target-Position

Marketing Strategies

Test Marketing

Pricing Policy

Digital Marketing

Sales Management

Theories of Selling

Prospecting, Objection Handling and Closing

Sales Forecasting

Advanced Sales Analytics

Advanced Marketing Analytics