The world of modern marketing is increasingly data-driven, making performance measurement and optimisation essential to success. This section takes you to the heart of advanced techniques for transforming raw data into valuable insights and concrete improvements to your marketing strategies.
Vous découvrirez d’abord les métriques et KPIs avancés qui vont au-delà des indicateurs traditionnels. Le Customer Lifetime Value (CLV) prédictif vous permettra d’anticiper la valeur future de vos clients, tandis que les métriques d’engagement vous aideront à évaluer la qualité réelle de vos interactions. Vous explorerez également des indicateurs plus holistiques comme les brand health metrics et les métriques d’innovation, essentiels pour mesurer l’impact global de vos initiatives marketing.
Advanced optimization techniques provide you with powerful tools for fine-tuning your strategies. Marketing Mix Modeling (MMM) will guide you in the optimal allocation of your resources, while multivariate testing andBayesian optimization will enable you to continually improve your campaigns. Dynamic personalization will help you optimize your efforts in real time at the individual level, and neuromarketing will open up new perspectives for maximizing the impact of your messages.
Data storytelling and visualization have become indispensable skills for any modern marketer. You’ll learn how to create powerful interactive dashboards and master the art of data-driven storytelling to effectively communicate your insights. The democratization of data within your organization and the use of predictive visualizations will help you make more informed decisions, while keeping in mind theethics of visualization.
Finally, Marketing Analytics 2.0 will propel you into the era of advanced analysis. Data integration will give you a 360° view of your customers, whileprescriptive analytics will use AI to generate concrete recommendations for action. Real-time analytics will enable you to react instantly to market changes, and privacy-preserving analytics techniques will help you navigate in a world where data protection is paramount. Finally,cross-channel attribution analysis will give you the keys to understanding the real impact of each touchpoint in the customer journey.
