EXECUTIVE EDUCATION

Marketing Analytics - Strategies to Optimize ROI

Get Your Brochure

Course Dates

STARTS ON

July 15, 2021

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Duration

Make Marketing Analytics Work for You

Marketing professionals are investing more in analytics than ever before, and yet far too few are getting the results they want. Many lack the training and skills necessary to conduct meaningful marketing analytics—the kind that will provide legitimate insights and drive up ROI.

In this program, you will explore the principles and strategies of a data-driven approach to marketing and how to apply those in the real world. Drawing on real-world use cases from companies like Netflix and Booking.com, you will explore the four steps for analytics mastery and gain the confidence to implement innovative marketing analytics initiatives in your organization.

73%

Nearly three-quarters of Chief Marketing Officers plan to increase their investment in marketing analytics in the next year.

SOURCE: Gartner

81%

More than eight in ten brands fail to conduct customer behavior analysis, segment their audiences correctly, and personalize their offers.

SOURCE: Forbes

Who Is This Program For?

Today's marketing professionals spend a lot of time comparing the performance of different campaigns and product lines, trying to root out inefficiencies and identify underperformers. They understand that analytics are key to improving ROI, yet many lack the skills and training to leverage analytic tools, models, and frameworks to produce actionable insights.

Using real-world case studies featuring successful companies, the Marketing Analytics program fills those gaps. This program is designed primarily for:

Marketing and digital marketing managers who want to upskill and improve their marketing ROI by using the latest tools—without having to depend on an analytics team. Representative roles include:

  • Senior Marketing Manager
  • Performance Marketing Manager
  • Digital Marketing Manager
  • Marketing Manager

Analysts who want to develop better models and algorithms to draw marketing insights, and also specialize in marketing related applications of analytics, such as recommendation engines, customer segmentation, ROI optimization and more. Representative roles include:

  • Business Analyst
  • Data Analyst
  • Analytics Manager
  • Data Strategist
  • Analytics Project Lead

Product and Business Managers who want a deeper understanding of customer behavior, and to use those insights to improve product iterations, boost profitability, and develop marketing best practices. Representative roles include:

  • Product Manager
  • Growth Product Managers
  • Growth Hacker
  • Business Strategy Manager

Brand Managers who want to take a more data-backed, scientific approach to branding initiatives and communication, gain insights on their customers’ preferences and profiles, and thus create brands that are able to earn loyal customers. Representative roles include:

  • Brand Manager
  • Brand Communications Manager
  • Senior Brand Manager
  • Associate Brand Manager
  • Brand Director
  • Product & Brand Manager

Key Takeaways

Completing this program will empower you to:

  • Make informed marketing decisions based on analytics
  • Apply analytic tools, models, and frameworks to optimize marketing ROI
  • Leverage analytics and experimentation to gain a competitive advantage
  • Develop marketing strategy for customer acquisition, development, and retention
  • Create innovative marketing analytics initiatives in your organization

Program Topics

In just two months, the Marketing Analytics program will show you how to leverage the power of data to gain a competitive advantage.

Module 1:

Introduction to Marketing Analytics: How to Unleash the Power of Data

Learn the principles of Marketing Analytics and how to apply them in the real world through a fundamental marketing measurement called Customer Lifetime Value. Once you determine how valuable a customer is to a company throughout the entire consumer lifecycle, from acquisition to development to retention, you can use that insight to guide marketing and product decisions at each step of the customer journey.

Module 2:

Predictive Models for Marketing Analytics

Learn how to use predictive modeling, the fastest growing branch of marketing analytics and the basis of modern business intelligence systems. We will show you how to execute two fundamental predictive models and build your own predictive models to generate marketing insights.

Module 3:

Customer Segmentation and Targeting

We explore factor analysis, a broadly applicable data consolidation tool that is key to marketing research and customer segmentation and targeting. By considering two cases in parallel—one from Charles Schwab and one from Booking.com—we learn how factor analysis helps create a customer segmentation map, generate core customer insights, and serve as a foundation for your marketing strategy.

Module 4:

Personalized Targeting and Recommendation Systems

Using big data, we apply marketing analytics for targeting and personalization. Our hands-on approach leverages actual data and shows you how to build a targeting and recommendation system that incorporates real-time location data from mobile devices for targeting.

Module 5:

Pricing Analytics

We explain the basics of pricing, including different ways it is established and what makes an ideal price. Using data collected for a technology startup, we delineate best practices for using survey methods to generate a price—a particularly valuable tool when preparing a product launch. We also look at a versatile pricing tool called conjoint analysis.

Module 6:

Marketing Experimentation

We reveal the key tool for marketing measurement: A/B testing or experimentation. A case study in digital advertising provides a real-world introduction to this topic. Proceeding step by step, from the design phase through implementation to the evaluation of an actual A/B test, this case study delves into the major issues to consider when running experiments and prepares you to set up your own A/B test.

Module 7:

Digital Advertising Analytics

We examine the most important concepts and metrics in digital advertising, including various payment methods, programmatic advertising, auctions, and quality scores. Learn about key challenges digital marketers face as they attempt to further customize individuals' marketing communications experience.

Module 8:

Strategic Outlook in Marketing Analytics

To ensure a successful implementation of your marketing analytics initiatives, we will illustrate how to build a strong analytics team, again using actual success stories. We will also show you how to recognize the limitations of marketing analytics, including common pitfalls in managing a marketing analytics project, and outline strategies to avoid them.

Module 1:

Introduction to Marketing Analytics: How to Unleash the Power of Data

Learn the principles of Marketing Analytics and how to apply them in the real world through a fundamental marketing measurement called Customer Lifetime Value. Once you determine how valuable a customer is to a company throughout the entire consumer lifecycle, from acquisition to development to retention, you can use that insight to guide marketing and product decisions at each step of the customer journey.

Module 5:

Pricing Analytics

We explain the basics of pricing, including different ways it is established and what makes an ideal price. Using data collected for a technology startup, we delineate best practices for using survey methods to generate a price—a particularly valuable tool when preparing a product launch. We also look at a versatile pricing tool called conjoint analysis.

Module 2:

Predictive Models for Marketing Analytics

Learn how to use predictive modeling, the fastest growing branch of marketing analytics and the basis of modern business intelligence systems. We will show you how to execute two fundamental predictive models and build your own predictive models to generate marketing insights.

Module 6:

Marketing Experimentation

We reveal the key tool for marketing measurement: A/B testing or experimentation. A case study in digital advertising provides a real-world introduction to this topic. Proceeding step by step, from the design phase through implementation to the evaluation of an actual A/B test, this case study delves into the major issues to consider when running experiments and prepares you to set up your own A/B test.

Module 3:

Customer Segmentation and Targeting

We explore factor analysis, a broadly applicable data consolidation tool that is key to marketing research and customer segmentation and targeting. By considering two cases in parallel—one from Charles Schwab and one from Booking.com—we learn how factor analysis helps create a customer segmentation map, generate core customer insights, and serve as a foundation for your marketing strategy.

Module 7:

Digital Advertising Analytics

We examine the most important concepts and metrics in digital advertising, including various payment methods, programmatic advertising, auctions, and quality scores. Learn about key challenges digital marketers face as they attempt to further customize individuals' marketing communications experience.

Module 4:

Personalized Targeting and Recommendation Systems

Using big data, we apply marketing analytics for targeting and personalization. Our hands-on approach leverages actual data and shows you how to build a targeting and recommendation system that incorporates real-time location data from mobile devices for targeting.

Module 8:

Strategic Outlook in Marketing Analytics

To ensure a successful implementation of your marketing analytics initiatives, we will illustrate how to build a strong analytics team, again using actual success stories. We will also show you how to recognize the limitations of marketing analytics, including common pitfalls in managing a marketing analytics project, and outline strategies to avoid them.

Capstone Project: The two-month Marketing Analytics program culminates with a capstone project in which you will create a slide deck that outlines the four steps necessary to implement an innovative marketing analytics initiative at your organization.

Download Brochure

Case Studies

The Marketing Analytics program features examples of well-known companies that have successfully applied the principles outlined in the program, including:

Logo of Booking.com

Booking.com

Learn how the online travel agency applied factor analysis to create a customer segmentation map and generate core customer insights.

Logo of Netflix

Netflix

Find out how the entertainment giant uses predictive modeling to retain customers who are likely to cancel their subscriptions in the following month.

Logo of Rocket Fuel

Rocket Fuel

Discover how the advertising technology company used marketing experimentation to monitor the effectiveness of its digital ad campaigns.

Logo of Safeway

Safeway

See how the supermarket chain made key business decisions in customer acquisition, development, and retention based on Customer Lifetime Value.

Logo of TRX

TRX

Learn how the fitness company used digital advertising analytics to customize potential customers' marketing communications experience.

Logo of Xtrava

Xtrava

See how the smart medical device developer set profit-maximizing pricing using survey-based approaches.

Program Faculty

Faculty Member Przemyslaw Jeziorski

Przemyslaw Jeziorski

Associate Professor, Marketing, UC Berkeley and Haas School of Business

An accomplished researcher who specializes in quantitative marketing and industrial organization, Prof. Jeziorski has been with the Haas School of Business since 2012. He developed a successful UC Berkeley MBA elective covering topics in marketing analytics, including targeting, churn management, causal analysis, machine learning, and experiment design... More info

Zsolt Katona

Cheryl and Christian Valentine Associate Professor, Marketing, UC Berkeley and Haas School of Business

Prof. Katona has been at Berkeley Haas since 2008, when he joined the faculty as an Assistant Professor of Marketing. His research focuses on online marketing strategy, networks, and social media... More info

Faculty Member Clayton R. Critcher

Clayton R. Critcher

Joe Shoong Chair of Business | Associate Professor, Marketing, UC Berkeley and Haas School of Business

The Director of the Haas Behavioral Lab and a PhD Field Advisor in Marketing, Prof. Critcher has been at Berkeley Haas since 2010. As a social psychologist, he researches how people make judgments and decisions in economic and social situations... More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Get recognized! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants. Participants must complete 80 percent of the required activities including a capstone project (if any) to obtain the certificate of completion. This program also counts toward a Certificate of Business Excellence.

Download Brochure

Note: This program results in a digital certificate of completion and is not eligible for degree credit/CEUs. After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of UC Berkeley Executive Education.

Cerficate of business exellence seal

This program counts toward a Certificate of Business Excellence

Curriculum Days: Two days

Pillar(s): Entrepreneurship & Innovation / Strategy & Management

A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.

Learn more

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.