Certified Marketing and Sales Analytics Professional

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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