Marketing & Sales Analytics

The objective of this program is to provide participants with the analytical skills required to evaluate marketing performance, understand customer behavior, and optimize sales strategies using data-driven insights. The course focuses on campaign analysis, lead funnel performance, customer segmentation, sales forecasting, and ROI measurement. Participants will learn how to integrate marketing and sales data to make informed business decisions and improve overall revenue outcomes.

Category: Analytics

Description

1. Learning Outcomes

Understand key marketing and sales metrics including CPL, CAC, ROI, CLV, and conversion rates.
Analyze campaign performance using data from platforms like Google Analytics, CRM tools, and ad dashboards.
Perform customer segmentation and identify target audience behavior patterns.
Build sales forecasting models using historical data and trends.
Evaluate lead journey, pipeline stages, and sales team performance.
Develop dashboards and reports that unify marketing and sales insights for decision-making.

2. Program Highlights & Key Features

Real-world case studies from digital marketing, retail, and B2B sales.
Hands-on sessions using marketing datasets and CRM-based sales data.
Practical exercises in funnel analysis, forecasting, and segmentation.
Expert-led guidance on improving campaign effectiveness and sales strategy.
Coverage of modern trends such as attribution modeling, marketing automation, and AI-driven insights

Module 1: Introduction to Marketing & Sales Analytics
Module 2: Marketing & Sales Data Understanding and Preparation
Module 3: Exploratory Data Analysis (EDA) in Marketing & Sales
Module 4: Marketing Analytics
Module 5: Sales Analytics
Module 6: Customer Analytics for Marketing & Sales
Module 7: Reporting, Dashboards, and Decision-Making

Introduction to Marketing & Sales Analytics

What is Marketing & Sales Analytics
Role of Data Analysis in Marketing and Sales
Types of Marketing and Sales Data
Importance of Analytics in Business Growth
Difference Between Traditional Marketing and Data-Driven Marketing
Applications of Marketing & Sales Analytics
Tools Used in Marketing & Sales Analytics
Conclusion and QnA

Marketing & Sales Data Understanding and Preparation

Understanding Marketing and Sales Datasets
Key Data Sources (CRM, Ads, Web, Sales Systems)
Data Types and Customer Data
Data Cleaning and Handling Missing Values
Campaign and Sales Data Structure
Data Quality Issues in Marketing and Sales
Conclusion and QnA

Exploratory Data Analysis (EDA) in Marketing & Sales

Introduction to EDA
Campaign Performance Analysis
Lead and Conversion Funnel Analysis
Sales Trend and Revenue Analysis
Customer Behavior Analysis
Identifying Patterns and Outliers
Visualization of Marketing and Sales Data
Conclusion and QnA

Marketing Analytics

Marketing Performance Metrics
Campaign Effectiveness Analysis
Channel Performance Analysis
Customer Acquisition and Engagement Analysis
Cost Analysis (CAC, Spend vs Results)
Data-Driven Marketing Insights
Limitations of Marketing Data Analysis
Conclusion and QnA

Sales Analytics

Sales Performance Metrics
Pipeline and Funnel Analysis
Revenue and Target Analysis
Sales Cycle and Deal Analysis
Customer Segmentation for Sales
Data-Driven Sales Insights
Limitations of Sales Data Analysis
Conclusion and QnA

Customer Analytics for Marketing & Sales

Understanding Customer Data
Customer Segmentation Using Data
Customer Lifetime Value (CLV) – Conceptual
Retention and Churn Analysis
Cross-sell and Upsell Analysis
Customer Journey Analysis
Conclusion and QnA

Reporting, Dashboards, and Decision-Making

Marketing & Sales Dashboards
KPI Tracking and Performance Monitoring
Data Visualization Best Practices
Business Interpretation of Insights
Communicating Insights to Stakeholders
Ethics and Privacy in Customer Data
Future Scope of Marketing & Sales Analytics
Conclusion and QnA

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