Analytics for Commercial Excellence

Overview

This course will leverage the combined strengths of predictive and prescriptive techniques across disciplines to derive actionable and timely insights to improve customer experiences and employee training to drive marketing, salesforce and operations excellence.
This course is part of Graduate Certificate in Specialised Predictive Modelling & Forecasting syllabus.

Course Description & Learning Outcomes

At the end of the course, the participants will be able to: - Introduction to Analytics for Commercial Execellence, Systems Thinking and System Dynamics to drive commercial and operational effectiveness - Learn and apply Statistical and Machine Learning for demand generation - Implement location analytics for geomarketing and optimisation techniques for driving salesforce effectiveness including salesforce sizing and coverage, channel optimisation etc. - Design real-time streaming analytics and implement foot traffic for sales analytics, demand management and targeted marketing; as well as capacity analytics for resource planning, allocation and optimisation - Apply AI and deep learning approaches for omnichannel attribution and optimisation to drive marketing and sales channel effectiveness

Recommended Prerequisites

- Participants should have basic knowledge in business, marketing and be familiar with computer/statistical software (at least perform data analysis using excel). It will be assumed that participants will have foundational knowledge in statistics at the level of the "Statistics Bootcamp II". - Knowledge in Predictive Analytics (equivalent to our course Predictive Analytics - Insights of Trends and Irregularities) is strongly recommended.

Pre-course instructions

- No printed copies of course materials are issued. - Participants must bring their internet-enabled computing device (laptops, tablet etc) with power charger to access and download course materials. Registration close date: 19/08/2023