Introduction

In today's highly competitive and data-driven marketplace, effective marketing is no longer just about creativity but about leveraging insights to understand customer behavior, optimize campaigns, and maximize return on investment. Business Intelligence (BI) for Strategic Marketing empowers marketing professionals to transform vast amounts of customer, campaign, and market data into actionable intelligence, enabling targeted strategies, personalized experiences, and measurable outcomes that drive significant business growth and competitive advantage. This training course is meticulously designed to equip marketing managers, digital strategists, brand managers, data analysts, and business leaders with cutting-edge knowledge and practical skills in understanding key marketing metrics, mastering data integration from diverse marketing platforms, leveraging leading BI tools for audience segmentation and campaign performance analysis, exploring predictive analytics for customer lifetime value and churn, and effectively communicating marketing insights to drive strategic decision-making and optimize marketing spend. Participants will gain a comprehensive understanding of how to harness the power of data to build smarter, more effective marketing strategies that resonate with target audiences and deliver quantifiable results.

Duration

5 days

Target Audience

• Marketing Managers
• Digital Marketing Specialists
• Brand Managers
• Product Marketing Managers
• Data Analysts (with a marketing focus)
• Marketing Directors & VPs
• Campaign Managers
• Customer Relationship Management (CRM) Specialists
• Market Research Professionals
• Business Strategists

Objectives

• Understand the fundamental concepts of marketing intelligence and its strategic role.
• Master key marketing metrics and KPIs across various marketing channels.
• Learn to identify, collect, and integrate data from diverse marketing platforms.
• Develop proficiency in using BI tools for audience segmentation and targeting.
• Understand campaign performance analysis and optimization techniques.
• Explore customer journey mapping and customer lifetime value (CLTV) analysis.
• Develop skills in designing and building interactive marketing dashboards.
• Learn about ethical considerations and data privacy in marketing analytics.

Course Content

Module 1. Introduction to Marketing Intelligence and Strategy

• Defining Marketing Intelligence: Data, insights, and action
• The evolution of marketing: From traditional to data-driven
• Aligning Marketing with Business Strategy: Objectives and goals
• The role of BI in achieving marketing effectiveness
• Overview of common marketing intelligence use cases

Module 2. Key Marketing Metrics and KPIs

• Digital Marketing Metrics: Website traffic, conversion rates, click-through rates, cost per acquisition (CPA)
• Campaign Performance Metrics: Reach, engagement, ROI, lead quality
• Customer Metrics: Customer acquisition cost (CAC), customer lifetime value (CLTV), churn rate
• Brand Metrics: Brand awareness, sentiment, customer satisfaction (CSAT)
• Financial Marketing Metrics: Marketing spend, revenue attribution

Module 3. Data Sources and Integration for Marketing Analytics

• Website Analytics Platforms: Google Analytics, Adobe Analytics
• Advertising Platforms: Google Ads, Meta Ads, LinkedIn Ads
• CRM Systems: Salesforce, HubSpot, Microsoft Dynamics
• Email Marketing Platforms: Mailchimp, Constant Contact
• Integrating disparate marketing data sources for a unified view

Module 4. Data Preparation and Modeling for Marketing Data

• Cleaning Marketing Data: Handling inconsistencies, duplicates, missing values
• Standardizing Campaign Naming Conventions and UTM Parameters
• Building data models for marketing campaigns, customers, and website activity
• Using Power Query (or equivalent) for marketing data ETL
• Ensuring data quality for accurate marketing insights

Module 5. Audience Segmentation and Targeting

• Introduction to Audience Segmentation: Demographic, psychographic, behavioral, geographic
• Creating Customer Segments using BI Tools: Power BI, Tableau
• Identifying target audiences for specific campaigns
• Personalization strategies based on data insights
• Visualizing audience profiles and segments

Module 6. Marketing Campaign Performance Analysis

• Analyzing Campaign Performance: By channel, campaign, creative
• Attribution Modeling: Understanding which touchpoints drive conversions (conceptual)
• A/B Testing Analysis: Measuring the impact of variations
• Optimizing campaign spend based on ROI
• Building campaign performance dashboards

Module 7. Customer Journey and Lifecycle Analysis

• Mapping the Customer Journey: Awareness, consideration, purchase, retention, advocacy
• Analyzing Customer Touchpoints: Website, email, social, customer service
• Identifying pain points and opportunities in the customer journey
• Customer Lifetime Value (CLTV) Calculation and Segmentation
• Predicting customer churn and identifying at-risk customers (conceptual)

Module 8. Communicating Marketing Insights and Future Trends

• Designing Actionable Marketing Dashboards: KPIs, trends, recommendations
• Data Storytelling for Marketing: Turning insights into persuasive narratives
• Presenting marketing performance to stakeholders
• Ethical Marketing Analytics: Data privacy, consent, responsible AI
• The future of BI in marketing: AI-powered personalization, real-time insights, advanced attribution

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 7 working days before commencement of the training.