Events

Big Data in its marketing strategy

1350 €

at 0.7 KM
IFE Follow

Training
Communication
E-commerce
Innovation
Internet
Trade
Technology
Marketing
Data
Digital
IT

wed. 19 Jun.

thu. 20 Jun.

tue. 3 Dec.

wed. 4 Dec.

Introduction

Big data, where are you from? Concept, marketing applications, issues, key figures ...
The business potential and marketing of data exploitation (personalization of exchanges, knowledge of customer needs, interactivity and instantaneit).
Put data at the heart of the marketing process

Understanding the origins and challenges of Big Data
Create value for the company
Integrate Big Data into its marketing strategy: formulate your project, define your needs.
Set up an organization and a reconciliation of marketing and CIO functions.
Analyze: must we necessarily have data scientists? The tools available to the marketer. What is a Data Warehouse?
Collect and model customer data

Identify and secure the "first party" data from its IS.
Select third party data from data brokers or partners.
Merge data: what models, what cleansing process, how to standardize and enrich?
Put in place the right partnerships: which sources? Which services? (social networks, brokers and aggregators, geolocation ...). How to secure shared credentials?
Analyze the data

Introduction to business intelligence: analysis and reporting.
Web analytics measures:
understand and optimize the use of its website by its visitors,
improve the navigation and performance of a site,
measure the performance of its marketing actions (attract, retain, transform).
The different levels of analysis in data mining: automate the identification of personas, increase its base with look-alike ...
The customer base: move from exploratory analysis to predictive analysis.
Integrate data analysis with performance

Use data in the service of category management.
Customize the customer relationship by integrating data with CRM and E-CRM.
Connect recommendation tools to his website and drive through the performance.
Optimize by A / B testing and Bandit algorithms.
Identify use cases related to Big Data

Measure the e-reputation and reputation of a brand.
Measure experience and customer satisfaction, optimize the customer journey.
Measure the ROI of influencers and the effectiveness of Social Business programs.
Identify the added value of the different digital channels.
Optimize the ROI of marketing campaigns.
Frame the Big Data Strategy

Key factors for the success of a Big Data project.
The main risks to evaluate.
Diagnose maturity in the company and potential change.
Define business objectives and target uses related to Big Data.
Pilot the strategy and set up a suitable organization.

Good to know

objectives
To understand the new marketing challenges of Big Data.
Accompany his company in the changes related to the exploitation of his data.
Anticipate the services and uses made possible by Big Data.

For who ?
Marketing managers, managers or directors of the customer relationship.

Prerequisites

Acquired skills:
At the end of this training, you will be able to personalize your relationships with consumers, to best meet their expectations and to remain competitive.