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University of Cape Town: Marketing Analytics: Strategy and Decision-Making
Enhance your digital marketing efforts by learning to harness data analytics and manage long-term, profitable customer relationships.
Enhance your digital marketing efforts by learning to harness data analytics and manage long-term, profitable customer relationships.
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Want to know more? Enter your information to learn more about this course from GetSmarter (an edX partner).
Marketing Analytics: Strategy and Decision-Making
About this Course
The digital age provides businesses with a wealth of data about consumer choices. A major challenge organizations face, however, is an evident skills gap among marketing professionals to translate that information into meaningful and actionable insights. As a result, marketers are increasingly looking to engage, measure, adapt, and optimize every touchpoint of the customer experience. They need a strategy for their customer and performance data that moves in real time and at scale.
The Marketing Analytics: Strategy and Decision-Making online short course from the University of Cape Town (UCT) addresses the why, where, and what of marketing analytics: Why is it needed, where are the main touchpoints, and what analytical techniques can be leveraged to drive marketing efficacy? Over eight weeks, you’ll answer these questions by exploring the current state of marketing analytics, including key challenges that restrict strategic choices. You’ll discover why big data has transformed marketing and learn how to design an analytics framework that leverages big data for marketing decision-making. Using a variety of real-world scenarios, you’ll engage with concepts and techniques to better understand your customers and create data-driven outcomes that optimize return on marketing investment. Finally, you’ll explore existing and proposed privacy frameworks, and the impact that emerging trends will have on the future of marketing.
This course is designed for anyone working in the field of marketing or aspiring towards a career in marketing analytics. It will also be beneficial to business leaders and C-suite professionals looking to increase the efficiency and effectiveness of their marketing departments to boost their bottom lines and stay ahead of competitors. Middle to senior managers looking to update their knowledge and move their career in a new direction will benefit from the real-world marketing scenarios discussed in the course. Newly qualified and existing marketing professionals who want to deepen their understanding of technologies, tools, and tactics will gain an expert-led skill set.
Elevate your marketing career by acquiring data-driven skills and earn an official certificate of completion from the University of Cape Town.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
Some facts about the subject
$6.4 billion
The projected growth rate for marketing analytics by 2026; an increase from $3.2 billion in 2021.
Globe Newswire (Jul, 2021).
The digital analytics revolution
“AI and analytics enable greater agility for consumer needs and help to effectively evaluate new ways to drive product innovation and market launch. Keeping the customer at the forefront — understanding consumer behavior through analysis of social, internal, and external data — is key to drumming up effective customer engagement.” — Azmath Pasha, Chief Digital Officer, Paradigm Technology
Forbes (Oct, 2021).