The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
TBD
7 weeks, online
4-6 hours per week
Our participants tell us that taking this programme together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Digital Marketing: Customer Analytics and Engagement starting on TBD .
We’ve sent you an email with enrolment next steps. If you’re ready to enrol now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.
wants you to join them in Imperial Digital Marketing: Customer Analytics and Engagement.
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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:
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
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
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
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
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
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
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
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
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
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
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
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
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.
Understanding how recommendation algorithms work.
Analysing the benefits and pitfalls of bidding on generic and branded keywords.
Learning how brand awareness, consideration, and liking influence purchase behaviour.
Mastering the four criteria: potential, stickiness, responsiveness, and conversion.
Analysing consumer attitude metrics for financial performance.
Understanding your customer’s level of involvement and what that means for your message.
Exploring the research regarding when to use each recommendation strategy.
Analyse customer satisfaction data and the use of clustering algorithms.
Learning how superfans connect with your brand at a cognitive and affective level and can promote positive word-of-mouth.
Considering what information (such as price) to include or leave out to increase the click-through rate of display ads.
Creating a model to make marketing mix decisions with multi-channel marketing budget allocation(channels include Facebook, Google AdWords, tv and radio).
Prof Andreas Eisingerich
Dr Gokhan Yildirim
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.
Professor Eisingerich focuses on brand attachment, consumer engagement, service innovation and digital marketing strategies. Current research projects are on the effective use of cognitive behavioural therapy and gamification in the context of mobile health solutions, the design of digital applications for enhanced user well-being, consumer attachment to digital offerings, reducing the demand for illegal wildlife products, psychological ownership in the sharing economy, and consumer relationships with brands in different business and industry contexts.
Professor Eisingerich has supported both tech start-ups and publicly-listed multinationals to build strong brand-self connections, turning customer indifference into strong engagement. He has also worked with the Bill & Melinda Gates Foundation, WWF and the United Nations on global consumer studies.
Professor Eisingerich's work has appeared in top-tier journals including the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research and Harvard Business Review and his work has been translated into multiple languages. Professor Eisingerich acts as a reviewer for the Journal of Marketing, Journal of Consumer Psychology and Journal of Service Research.
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. He examines strategic marketing problems such as long-term effectiveness of digital and non-digital marketing efforts, marketing resource allocation in cross-channel environments, and linking consumer mindset metrics to financial performance. Dr Yildirim uses applied time-series econometrics and dynamic programming tools to offer insights on these topics.
His most recent research deals with digital marketing, including the effectiveness of digital advertising channels, and consumer sensitivities to price and cross-cultural user ratings of mobile apps. He recently evaluated the multichannel marketing performance for an international beauty retailer. This award-winning research provided guidance on which marketing actions to take for different customer segments, increasing the company’s revenue by over 8%.
Dr Yildirim’s work has appeared in top tier journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing.
Upon completion of the programme, participants will be awarded a verified Digital Certificate by Imperial College Business School Executive Education.
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