Introduction to Marketing Analysis and Big Data

Analysis is the basis for assessing the effectiveness of the company in general and marketing activities in particular. There is a need to form a system of marketing (market) indicators, including an assessment of the company's and organization's activities (including financial and economic), as well as market characteristics. Moreover, the analysis system for each specific company may be different. The difficulty in evaluating marketing activities is that a large portion of performance indicators are associated with irrational characteristics. The availability of information and the ability to measure it becomes the key to performance measurement. Any strategic and tactical business action must be systemic. This means that the task of analyzing the activities of an enterprise in general and marketing in particular, in the context of globalization and crisis phenomena, becomes one of the most important tasks of management.

WHAT AWAITS YOU IN THIS COURSE:

Topic 1. Marketing analytical system and its composition

The structure and definition of the analytical system. Purpose of each element of the system.

Topic 2. Determining and setting goals for marketing analysis

Exploratory research to determine the problem and the formation of analysis tasks

Topic 3. Information support of analysis

Building a company’s information base. Basic marketing metrics. Email Marketing and Commerce Metrics.

Topic 4. Methods of analysis.

Classification of analysis methods. Qualitative and quantitative methods and their application.

Topic 5. Marketing and Big Data

The concept of big data and its application in marketing analysis. Basic methods of working with big data.

Topic 6. Analytics in digital marketing

Analyzing Internet Marketing Data Using Web Analytics Systems. Using open technologies and open data.

Topic 7. Applicable aspects of working with data

Practical solution of marketing problems using digital marketing technologies