Digital Marketing: Customer Analytics and Engagement

Sales & Marketing

Course Info

Duration: 1 Week

Type: In Classroom

Available Dates

Venue

  • Nov-07-2021

    Dubai

  • Nov-08-2021

    Kuala Lumpur

  • Nov-08-2021

    London

  • Nov-15-2021

    Istanbul

  • Nov-21-2021

    Dubai

  • Nov-22-2021

    Paris

  • Nov-22-2021

    London

  • Nov-22-2021

    Geneva

  • Nov-22-2021

    Amsterdam

  • Nov-22-2021

    Berlin

  • Nov-29-2021

    Madrid

  • Dec-05-2021

    Dubai

  • Dec-06-2021

    Kuala Lumpur

  • Dec-06-2021

    London

  • Dec-13-2021

    Istanbul

  • Dec-19-2021

    Dubai

  • Dec-20-2021

    Paris

  • Dec-20-2021

    London

  • Dec-20-2021

    Geneva

  • Dec-20-2021

    Amsterdam

  • Dec-20-2021

    Berlin

  • Dec-27-2021

    Madrid

  • Jan-03-2022

    Kuala Lumpur

  • Jan-03-2022

    London

  • Jan-09-2022

    Dubai

  • Jan-10-2022

    Istanbul

  • Jan-17-2022

    Paris

  • Jan-17-2022

    Geneva

  • Jan-17-2022

    Amsterdam

  • Jan-17-2022

    Berlin

  • Jan-24-2022

    Madrid

  • Feb-07-2022

    Kuala Lumpur

  • Feb-07-2022

    London

  • Feb-13-2022

    Dubai

  • Feb-14-2022

    Istanbul

  • Feb-21-2022

    Paris

  • Feb-21-2022

    Geneva

  • Feb-21-2022

    Amsterdam

  • Feb-21-2022

    Berlin

  • Feb-28-2022

    Madrid

  • Mar-07-2022

    Kuala Lumpur

  • Mar-07-2022

    London

  • Mar-13-2022

    Dubai

  • Mar-14-2022

    Istanbul

  • Mar-21-2022

    Paris

  • Mar-21-2022

    Geneva

  • Mar-21-2022

    Amsterdam

  • Mar-21-2022

    Berlin

  • Mar-28-2022

    Madrid

  • Apr-04-2022

    Kuala Lumpur

  • Apr-04-2022

    London

  • Apr-10-2022

    Dubai

  • Apr-11-2022

    Istanbul

  • Apr-18-2022

    Paris

  • Apr-18-2022

    Geneva

  • Apr-18-2022

    Amsterdam

  • Apr-18-2022

    Berlin

  • Apr-25-2022

    Madrid

  • May-08-2022

    Dubai

  • May-09-2022

    London

  • June-12-2022

    Dubai

  • June-13-2022

    London

  • July-10-2022

    Dubai

  • July-11-2022

    London

  • Aug-14-2022

    Dubai

  • Aug-15-2022

    London

  • Sep-11-2022

    Dubai

  • Sep-12-2022

    London

Course Details

Course Outline

5 days course

 

Getting Attention Online

 

  • Understanding who is your customer
  • Key aspects of attention and information processing
  • Cognitive vs affective route of persuasion
  • Promotion vs prevention focus in messaging online
  • High vs peripheral route for persuasive communication
  • Enhancing exposure and cutting through selective attention
  • Other key ways of attracting attention
  • Overcoming the problem of habituation
  • Enhancing comprehension

 

Winning Minds, Hearts and Sales: Marketing Analytics

 

  • Tracking consumer attitudes
  • Digging into mindset metrics
  • Linking attitude and purchase metrics to marketing
  • Four criteria for consumer attitudes
  • Marketing investment appeal
  • Strategic implications
  • R tutorial: analysis of consumer attitude metrics and financial performance.

 

Customer Online Engagement

 

  • Turning customer attention into online engagement
  • What does your customer remember? Using classical conditioning online
  • What engages customers online?
  • Positioning of your online offering
  • Building connection with the ‘self’ of consumers
  • Building customer brand trust online
  • Building customer brand love online
  • Building customer brand respect online
  • Nudging consumers in low involvement contexts
  • Key cognitive vs affective strategies

 

Know Better, Serve Better: Marketing Analytics

 

  • Discover how customers’ digital records reveal data about their profile
  • Reaching consumers via mobile marketing
  • Recommendation algorithms for increased engagement
  • K-means algorithm
  • K-nearest neighbors algorithm
  • Item vs user based recommendations
  • R tutorial: predict factors that influence customer satisfaction and use clustering algorithms

 

Turning Engagement into Sales I: The Online Customer Journey

 

  • Turning engagement into sales
  • Funnel management and managing the value ladder part 1
  • Using gamification effectively
  • Linking your offering to customers’ desired end state: means-end-chain analysis
  • Effective website design
  • Behold the extreme consumers
  • Turning interest into action: chemicals that trigger happiness (endorphins and dopamine)
  • Driving customer action and sales