Background

Humanity has generated and stored more data in the last 24 months than in the millions of years before that. World’s data production, analysis, and consumption are growing exponentially and this trend is not slowing down anytime soon.

In such environment understanding and working with data has become crucial for companies to survive, innovate and grow. For this reason, companies are more and more demanding of data literate workforce - and marketing is no exception.

Focus

The fundamental pillars of marketing – acquire and retain customers - won’t change, but the means available to marketers to achieve their objectives are changing fundamentally.

The objective of this course is to introduce you to one of the most promising of them:
“Big Data”.

At the end of this course, you should be able to understand and use big data in order to:

-       Identify growth opportunities.

-       Personalise and automate marketing efforts.

-       Predict ROI of future marketing campaigns.