EXECUTIVE EDUCATION

Imperial Digital Marketing: Customer Analytics and Engagement

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Course Dates
STARTS ON

9 December 2020

Course Duration

DURATION

7 weeks, online
4-6 hours per week

Course Duration
Note: This programme includes a scheduled break for the holiday season. There are no assignments, submissions, or sessions held between 25 December 2020 – 1 January 2021.

Why enrol for the Imperial Digital Marketing: Customer Analytics and Engagement?

Imperial Digital Marketing: Customer Analytics and Engagement is an online programme brought to you by Executive Education at Imperial College Business School. This immersive and interactive programme combines deep consumer insights and strategic brand management with cutting edge analytical tools.

The programme will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your digital marketing strategy.
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Who is this programme for?

  • Mid to senior-level managers looking to incorporate digital strategies into their organisation's existing marketing efforts.
  • Managers engaged in operational discussions relating to technology and marketing.
  • Marketers and consultants seeking a managerial perspective on digital marketing.

It is applicable across industries, including: advertising, banking, consulting, financial services, FMCG, healthcare, IT and retail.
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Programme highlights

This programme will help you to make strategic digital marketing decisions using innovative marketing analytics tools. By analysing your marketing data, you’ll get to know your customers better and learn to:

  • Build stronger customer-brand relationships through cognitive and affective routes
  • Enhance the reception of your digital marketing efforts
  • Turn customer engagement into sales
  • Incorporate marketing analytics tools into your digital marketing strategy
  • Develop an effective digital marketing campaign by identifying how marketing mix decisions affect your customers’ attitudes and behaviour
  • Engage your customers effectively through digital marketing
  • Identify the most effective digital channels to reach your customers
  • Allocate your resources across channels in the most efficient way
  • Predict customer behaviour and sentiments using online data

80%

of survey participants said they’d be more likely to purchase from a company that offered them a personalised experience.
SOURCE: FORBES

70%

of Pinterest users discover new products on the site.
SOURCE: PINTEREST

60%

of Instagram users find new products while scrolling through their feeds.
SOURCE: INSTAGRAM

Modules

Module 1:

Getting Attention Online

Understanding who is your customer, cognitive vs affective route of persuasion, high vs peripheral route for persuasive communication, other key ways of attracting attention, enhancing comprehension, key aspects of attention and information processing, promotion vs prevention focus in messaging online, enhancing exposure and cutting through selective attention, overcoming the problem of habituation

Module 2:

Winning Minds, Hearts and Sales: Marketing Analytics

Tracking consumer attitudes, linking attitude and purchase metrics to marketing, marketing investment appeal, R tutorial: analysis of consumer attitude metrics and financial performance, digging into mindset metrics, four criteria for consumer attitudes, strategic implications

Module 3:

Customer Online Engagement

Turning customer attention into online engagement, what engages customers online, building connection with the 'self' of consumers, building customer brand love online, nudging consumers in low involvement contexts, what does your customer remember, using classical conditioning online, positioning of your online offering, building customer brand trust online, building customer brand respect online, key cognitive vs affective strategies

Module 4:

Know Better, Serve Better: Marketing Analytics

Discover how customers’ digital records reveal data about their profile, recommendation algorithms for increased engagement, k-nearest neighbors algorithm, r tutorial: predict factors that influence customer satisfaction and use clustering algorithms, reaching consumers via mobile marketing, k-means algorithm, item vs user based recommendations

Module 5:

Turning Engagement into Sales I: The Online Customer Journey

Turning engagement into sales, using gamification effectively, effective website design, turning interest into action: chemicals that trigger happiness (endorphins and dopamine), funnel management and managing the value ladder part 1, linking your offering to customers’ desired end state: means-end-chain analysis, behold the extreme consumers, driving customer action and sales

Module 6:

Turning Engagement into Sales II: A Marketing Analytics Approach

Paid and non-paid search advertising, generic or branded keywords?, social media marketing, r tutorial: creating a model to make optimal marketing mix decisions (facebook, google adwords), bid more or less, display ads, programmatic advertising decision making

Module 1:

Getting Attention Online

Understanding who is your customer, cognitive vs affective route of persuasion, high vs peripheral route for persuasive communication, other key ways of attracting attention, enhancing comprehension, key aspects of attention and information processing, promotion vs prevention focus in messaging online, enhancing exposure and cutting through selective attention, overcoming the problem of habituation

Module 4:

Know Better, Serve Better: Marketing Analytics

Discover how customers’ digital records reveal data about their profile, recommendation algorithms for increased engagement, k-nearest neighbors algorithm, r tutorial: predict factors that influence customer satisfaction and use clustering algorithms, reaching consumers via mobile marketing, k-means algorithm, item vs user based recommendations

Module 2:

Winning Minds, Hearts and Sales: Marketing Analytics

Tracking consumer attitudes, linking attitude and purchase metrics to marketing, marketing investment appeal, R tutorial: analysis of consumer attitude metrics and financial performance, digging into mindset metrics, four criteria for consumer attitudes, strategic implications

Module 5:

Turning Engagement into Sales I: The Online Customer Journey

Turning engagement into sales, using gamification effectively, effective website design, turning interest into action: chemicals that trigger happiness (endorphins and dopamine), funnel management and managing the value ladder part 1, linking your offering to customers’ desired end state: means-end-chain analysis, behold the extreme consumers, driving customer action and sales

Module 3:

Customer Online Engagement

Turning customer attention into online engagement, what engages customers online, building connection with the 'self' of consumers, building customer brand love online, nudging consumers in low involvement contexts, what does your customer remember, using classical conditioning online, positioning of your online offering, building customer brand trust online, building customer brand respect online, key cognitive vs affective strategies

Module 6:

Turning Engagement into Sales II: A Marketing Analytics Approach

Paid and non-paid search advertising, generic or branded keywords?, social media marketing, r tutorial: creating a model to make optimal marketing mix decisions (facebook, google adwords), bid more or less, display ads, programmatic advertising decision making

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Case studies

The case studies and industry examples featured throughout the programme provide a wide-ranging look at how companies, organisations, and governments are applying analytics techniques to solve business problems.

Netflix

Understanding how recommendation algorithms work.

Google AdWords and Search Engine Marketing

Analysing the benefits and pitfalls of bidding on generic and branded keywords.

Linking attitude and purchase metrics

Learning how brand awareness, consideration, and liking influence purchase behaviour.

Mindset metrics

Mastering the four criteria: potential, stickiness, responsiveness, and conversion.

R tutorial

Analysing consumer attitude metrics for financial performance.

Cognitive vs. affective routes of persuasion

Understanding your customer’s level of involvement and what that means for your message.

User- vs. item-based recommendations

Exploring the research regarding when to use each recommendation strategy.

R tutorial

Analyse customer satisfaction data and the use of clustering algorithms.

Superfans and social media marketing

Learning how superfans connect with your brand at a cognitive and affective level and can promote positive word-of-mouth.

SEAT (automotive case)

Considering what information (such as price) to include or leave out to increase the click-through rate of display ads.

R tutorial

Creating a model to make marketing mix decisions with multi-channel marketing budget allocation(channels include Facebook, Google AdWords, tv and radio).

Faculty

Prof Andreas Eisingerich

Professor of Marketing and Head of the Department of Analytics, Marketing & Operations Imperial College Business School

Andreas Eisingerich is Professor of Marketing at Imperial College Business School and Head of the Department of Analytics, Marketing & Operations. He holds a BSc degree from the London School of Economics, and a PhD from the University of Cambridge, Judge Business School, where he also earned his Master’s Degree... More info

Dr Gokhan Yildirim

Associate Professor of Marketing, Imperial College Business School

Gokhan Yildirim is Associate Professor of Marketing at Imperial College Business School. He received his PhD in Business Administration & Quantitative Methods with a major in Marketing from Carlos III University in Madrid. He holds a BA degree in Business Administration from Marmara University in Turkey. Dr Yildirim’s research focus is measuring and improving marketing returns on investment... More info

Certificate

Certificate

Upon completion of the programme, participants will be awarded a verified Digital Certificate by Imperial College Business School Executive Education.

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