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
