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HENRY HARVIN ANALYTICSHENRY HARVIN EDUCATIONACADEMYCertifiedMARKETING ANALYTICSPRACTITIONER (CMAP) COURSE

HENRY HARVIN ANALYTICSACADEMYHENRY HARVIN EDUCATION1WHAT IS MARKETING ANALYTICS ?Marketing analytics comprises the processes andtechnologies that enable marketers to evaluate thesuccess of their marketing initiatives. This isaccomplished by measuring per formance (e.g.,blogging versus social media versus channel2WHY MARKETING ANALYTICS IS IMPORTANT ?Over the years, as businesses expanded into newmarketing categories, new technologies were adopted tosupport them. Because each new technology wastypically deployed in isolation, the result was ahodgepodge of disconnected data environments.Consequently, marketers often make decisions based ondata from individual channels (website metrics, for3communications). Marketing analytics uses importantbusiness metrics, such as ROI, marketing attributionand overall marketing effectiveness. In other words, ittells you how your marketing programs are reallyperforming.example), not taking into account the entire marketingpicture. Social media data alone is not enough. Webanalytics data alone is not enough. And tools that look atjust a snapshot in time for a single channel are woefullyinadequate. Marketing analytics, by contrast, considers allmarketing efforts across all channels over a span of time –which is essential for sound decision making andeffective, ef cient program execution.WHY WHAT YOU CAN DO WITH MARKETING ANALYTICS ?Ÿ With marketing analytics, you can answer questions likethese:Ÿ How are our marketing initiatives performing today?How about in the long run? What can we do to improvethem?Ÿ How do our marketing activities compare with our(Source: SAS)competitors’? Where are they spending their time andmoney? Are they using channels that we aren’t using?Ÿ What should we do next? Are our marketing resourcesproperly allocated? Are we devoting time and money tothe right channels? How should we prioritize ourinvestments for next year?

HENRY HARVIN ANALYTICSACADEMYHENRY HARVIN EDUCATIONABOUT THE COURSEABOUT THE COURSECURRICULUMThis course is carefully designed by domain expertsin 5 modules that covers the best approaches andmost in-use practises for marketing measurement &analysis:Module 01 – Introduction, Data & Analytics, Linear RegressionModule 02 – Logistic RegressionModule 03 – Decision TreeModule 04 – Clustering, Market Basket Analytics,Framework to solve analytics case studiesTOOLS LEARNEDGain the Skill to Explore Analyse SolveMarketing Problems using Analytics Tools:R & Advanced Excel.04Helps in laying the foundation to Build a Startup inone of the most rewards eld of today. Additionally,can help support an existing startup with High ROIMarketing Campaigns06Delivered by Senior Industry Professionalshaving extensive experience of MarketingAnalytics in diverse domains & industries. Thesepractitioners are also Empanelled as subjectmatter experts with Henry Harvin MarketingAcademyCONTENT0708Get 24 x 7 access to Henry Harvin’s Hybrid LMSplatform (App / Mobile App-based) with AbundantContent on Marketing Analytics including Courseware(PPT / PDF), data, case studies, articles, books,videos, examples, presentations, resource library &related moreJOB ORIENTED OUTCOMES0910Get hands-on experience in applying analytics tools& techniques to real-world marketing problems andunderstand Analytics-Based Marketing to drive ROIfor your marketing campaigns. Thus, become aData Driven Decision Making Marketer !TRAINER05Startup Focused Outcomes5-days/20-hours Live Online Training &Certi cation Course leading to ProfessionalCerti cationLEARNING BASED OUTCOMES03CERTIFICATIONDistinguish your pro le with global credential of'Certi ed Marketing Analytics Practitioner' andshowcase expertise by using the Hallmark ofCMAP next to your name. For example: Mr.RahulBansal (CMAP)0102METHODOLOGYUses mixes of techniques aligned to a uniquepedagogy which is Goal-Centric & Action Oriented.Demonstrates Business Case Studies using thestatistical tools, exercises & brainstorming usingAdaptive Probing Methodology along with Live Onlinetheories and learning videosDURATION/MODEFill the Void of Talent Shortage in AnalyticsDomain by becoming eligible for thousands of HighPaying Jobs in India & Abroad with an upgradedpro le through this skill & certi cation. Additionally,Get Promoted from your current position withadded skill set

HENRY HARVIN ANALYTICSACADEMYHENRY HARVIN EDUCATIONCOURSE CURRICULUMMODULE 1IntroductionWhat is AnalyticsTypes of AnalyticsMarketing meets AnalyticsOrganisations using Marketing AnalyticsData & AnalyticsData DictionaryData typesData HandlingOutlier TreatmentHandling Missing ValuesMarketing Data usingMS Excel FunctionsPivot TablesMS Excel ChartsCase Study: Help Client to identify most Loyalcustomers & give recommendationsR ProgrammingR-studioUnderstanding BasicsPackages in RSwirl RSummarise & slice dataCase Study: Help cleanse the data to helpmarketing manager compare the performance ofsales team in different locationLinear RegressionWhat is regression?Introduction to Linear RegressionApplications & examples from the marketing worldCase Study: A leading company in US would liketo hire a marketing analytics consultant tooptimize their marketing spends.Understanding Data using RUni-variate analysisBi-variate analysisBest t line – regressionR-square, Adjusted R-square conceptTest vs. Train datasetsRunning the regression in RLinear Equation & signi cant variablesAssumptions of Linear RegressionTesting Multi-collinearityHeteroskedasticityCase Study: Use R, to help regress variousrevenue with various marketing spends with togive the required business recommendationsand information in the given case study. Relate tomarketing mix models and how Linear regressionis important tool for marketing analytics.MODULE 2Logistic RegressionClassi cation techniques & business problemsIntro to Logistic Regression modelsWhy Logistic vs. Linear modelsOdds RatioProbability of an eventApplications of Logistic regression modelsCase Study – Help client predict which customerwould buy their product. Associate a probabilitywith each customer to predict the buying of theproduct.Generalized Linear models using RShortlist the signi cant variablesTest vs Train data setsValidation of the models, Decile analysis, Lift,Gini, KS stat , C-stat , Hosmer–Lemeshowtest.Evaluate the model and give businessrecommendations.

HENRY HARVIN ANALYTICSACADEMYHENRY HARVIN EDUCATIONCOURSE CURRICULUMMODULE 3Decision Tree –IntroductionApplications & industry examplesTypes of Decision Tree ( CART & CHAID )Splitting AlgorithmsCase Study –Understand the various factors interacting at a point of saleson an acquired merchant / shop for Mobile wallet. Use themodel to predict Sales in order to acquire the merchant.R-codeInterpretationFinal o/pCase Study –Net Promoter Score (understand NPS & its Promoters byuncovering the relationship between the variables to devisecustomer satisfaction improvement strategy)R-codeInterpretationFinal o/pMETHODOLOGYMODULE 4ClusteringMarketing analytics & unsupervised techniquesWhy and Where to use ClusteringClustering methods and examplesK-means Clustering AlgorithmK-means – Cluster the given set of customer baseto help in segmentationPractice the k-means using R codesRFM- Recency Frequency Monetary modelsIdentify differences in behaviour ofOnline shoppersIn-store shoppersMulti-channel shoppersMarket Basket Analytics –Intro to the BasicsApplicationsAlgorithmCase Study – E-Retailer selling multiple productswants to devise recommendations on websiteR-codeInterpretationFinal o/pFramework to solve analytics case studiesCRISP – DM & other known frameworksŸ The program is a global standard offering that uses mixes ofstatistical tools like MS Excel & R programming.techniques aligned to a unique pedagogy which is Goal- Ÿ Real-life case studies using the statistical toolsCentric & Action Orienteddemonstrated, exercises and brainstorming using adaptiveprobing methodologyŸ Includes Live Online theory, learning videos, demonstration ofFOR WHOMŸ Working professionals with roles in following Domains:Ÿ IT & Non-IT Professionals willing to Switch to AnalyticsSales, Marketing, Digital Marketing, BusinessDevelopment, Retailing, Branding, Adver tising,Communications and related moreŸ Students (MBA/PGDM, Engineering, B.Com, BBA, BA)who want to develop their career in analyticsŸ Executives and senior managers who are willing to use thelarge database of customer information available & are ata position to make Critical Marketing Decisions toin uence the revenue prospects of the organisationDomainŸ Individuals aspiring to get Exposure to practicalapplications of tool-based marketing analyticsŸ Individuals working in the following Industries:healthcare, logistics, aviation, banking, IT/ITeS, banking, nance, treasury, defense research, telecom, brewery,h e a v y m a c h i n e r y, m a r k e t i n g , a u t o m o b i l e ,pharmaceutical, FMCG, outsourcing, seaways, marine,packaging, hospitality and many more

HENRY HARVIN ANALYTICSACADEMYHENRY HARVIN EDUCATION#10 LEARNING BENEFITSExplore Analyse SolveMarketing Problems usingAnalytics Tools like R &Advanced Excel.Get insights from Industry BestPractices for MarketingMeasurement & AnalysisDevelop Goal OrientedMarketing StrategiesUnderstand Af nity ofProduct by AnalyzingTransactional dataTake Actionable DataDriven Decisions toincrease market share01020304050607080910Understand 'What' & 'How'aspects of Data CollectionCommunicate MarketingObjectives in a focused mannerwith data analysts & help evaluateresults of data analysis betterGain Full View of Customers acrossDifferent Channels byAccessing Integrating AnalysingCustomer Data through Multiple Sources& Engage Customers in Real TimeUnderstand Analytics-BasedMarketing to drive ROI for yourMarketing CampaignsUltimately, identify what isworking and what is not workingfor your Marketing CampaignsAccording to a 2015 MIT Sloan Management Review, 40 percent of the companies surveyed werestruggling to nd and retain the data analytics talent (Source: Cio.com)

HENRY HARVIN ANALYTICSHENRY HARVIN EDUCATIONACADEMY#10 CAREER BENEFITSBecome Eligible for analyticsjobs demanding background1Open doors to Job OpportunitiesAbroad demanding specialization2Fill the void of thousands ofuntapped High-Paying Jobs inanalytics with Talent Shortage3Get Promoted in your currentpro le with most in-demand skill4Distinguish your pro le frompeers during Job Interviews5Earn a Rewarding Certi cation'Certi ed Marketing AnalyticsPractitioner' (CMAP)6Upgrade your biz card with Hallmark ofGlobal Credential-CMAP Professionaladded next to your name7Improve your CV & Linkedin Pro lewith professional development8Support your Startup with high ROImarketing campaigns9Build a Startup in one of the mostrewarding elds of today- Analytics !10International Data Corporation (IDC) predicts a need by 2018 for 181,000 people with deepanalytical skills, and a requirement 5x that number for jobs with the need for data management &interpretation skills. (Source: Business.com)