Digital Sales Analytics

Overview

Digital and analytics have transformed the Business to Consumer (B2C) buying and selling environment. Faced with ever-changing customer expectations and technology-driven manufacturing and distribution, clearly, digital sales strategy is a game-changer for organisations that do it well.

In this course, learners will explore analytical techniques and software tools to drive sales and customer value. During this program, learners will use sales analytics to discover, explore, enhance, ask and engage. In this course, learners will learn how to gain accurate and fast customer understanding (Discover) with customer segmentation and profiling techniques, expand their market share with online campaigns analytics metrics (Explore). Business executives seeking expansion in market wallet share can use market-basket analysis (Enhance), customer engagement and satisfaction analysis (Ask) and customer lifetime value models (Engage). By using analytics techniques and available tools, learners will be able to embrace new strategies that leverage digital platforms equipped to build an effective omnichannel sales strategy for the organisation.

Participants will learn the frameworks and best practices that will enable them to plan, customize, and implement successful digital sales strategies—and meaningfully measure their impact. Participants will learn how to build a customer segmentation model and interpret sales analytics metrics using software such as Google Analytics, Knime and other tools etc.

Course Description & Learning Outcomes

At the end of this course, learners should be able to:

Understand B2C digital sales and customer life cycle management
Understand the new behaviours of digital consumers
Develop a customer segmentation model using feature engineering on the variables. Apply this to design and execute marketing strategies profitably
Develop customer profiling on customer segments to understand customer characteristics
Apply customer segmentation and profiling analysis to strategy formulation for targeted sales
Acquire basic proficiency and hands-on practice in popular analytics tools such as Knime, Google Analytics
Understand audience targeting strategy and experiment with marketing omnichannels
Apply Google Ads campaign targets and analysing campaign tracking, audience, acquisitions metrics
Understand market-basket analysis and cross-sell, up-sell models.
Understand about drivers of customer engagement and customer behaviours
Understand customer lifetime value and retention