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Program Overview

  1. 4-days / 32-hours Classroom Training and Certification Course producing competent Marketing Analytics Practitioners
  2. Delivered by Senior Industry Professionals having extensive experience as practitioner and trainer of Marketing Analytics. These practitioners are also empanelled as domain experts with Henry Harvin Education
  3. Distinguish your profile with global credential of ‘Certified Marketing Analytics Practitioner’ and showcase yourself as a certified marketing analytics professional by using the hallmark of CMAP next to your name
  4. Get 24x7 access to Henry Harvin’s high-tech LMS platform (App / Mobile App Based) with abundant content on Marketing Analytics (ppt, pdf, videos, articles, important links, data etc)
  5. Gain hands-on experience of marketing analytics with industry standard tool & techniques applicable in real situations
  6. Practice real-life case studies, strategies and examples through above tools and techniques in session activities, videos and presentation slides (ppts.)
  7. Get 100% Placement and Internship Support exclusively entitled for CMAP Professionals

Learning Outcomes:
Provide orientation to:

  1. Explore, Analyse & Solve Marketing Problems using Analytics Tools like R & Advanced Excel.
  2. Understand 'What' & 'How' aspects of Data Collection
  3. Get insights from Industry Best Practices for Marketing Measurement & Analysis
  4. Communicate Marketing Objectives in a focused manner with data analysts & help evaluate results of data analysis better
  5. Develop Goal Oriented Marketing Strategies
  6. Gain Full View of Customers across Different Channels by Accessing+Integrating+Analysing Customer Data through Multiple Sources & Engage Customers in Real Time
  7. Understand Afnity of Product by Analyzing Transactional data
  8. Understand Analytics-Based- Marketing to drive ROI for your Marketing Campaigns
  9. Take Actionable Data Driven Decisions to increase market share
  10. Ultimately, identify what is working and what is not working for your Marketing Campaigns

Course Differentiation:
1. Economical program for fast learning of practically used concepts in marketing analytics
2. Tool-based demonstration of the application of analytics to the marketing data
3. Brings multiple practical case-based examples, scenarios and exercises directly from industry practitioners themselves.

  About Trainer:
  Certified Marketing Analytics Practitioner Course is delivered by Empanelled Domain Experts of Henry Harvin Education.
  These Industry Professionals have extensive experience as practitioners and trainers of marketing analytics.



Batch Dates

On-Campus On-Campus 32 Hours INR15,000.00

Registrations Open
9th, 10th, 16th & 17th February 2019 New Delhi 32 Hours INR15,000.00
Registrations Closed

Module 1

  • What is Analytics
  • Types of Analytics
  • Marketing meets Analytics
  • Organisations using Marketing Analytics 
Data & Analytics
Data Collection & Data Understanding Baisics 
  • Data Dictionary
  • Data types
  • Data Handling
  • Outlier Treatment​
  • Handling Missing Value
​Marketing Data Using - Excel
  • MS Excel Functions
  • Pivot Tables
  • MS Excel Charts
  • Case Study
​R Programing
  • R-studio
  • Understanding Basics
  • Packages in R
  • Swirl R
  • Summarise & slice data
  • Case Study
​Linear Regression
  • What is regression?
  • Introduction to Linear Regression
  • Applications & examples from the marketing world
  • Case Study
  • Understanding Data using R
    • Uni-variate analysis
    • Bi-variate analysis
  • Best fit line – regression
  • R-square, Adjusted R-square concept
  • Test vs. Train datasets ( concept )
  • Running the regression in R
  • Linear Equation & significant variables
  • Assumptions of Linear Regression
  • Testing Multi-collinearity
  • Heteroskedasticity
  • Case Study

Module 2 : Logistic Regression
  • Classification techniques & business problems
  • Intro to Logistic Regression models
    • Why Logistic vs. Linear models
    • Odds Ratio
    • Probability of an event
  • Applications of Logistic regression models
  • Case Study
  • Generalized Linear models using R
  • Shortlist the significant variables
  • Test vs. Train data sets
  • Validation of the model – Confusion matrix
  • Evaluate the model and give business recommendations.

Module 3: Decision Tree 

  • Introduction
  • Applications & industry examples
  • Types of Decision Tree ( CART & CHAID )
  • Splitting Algorithms
  • Case Study
  • R-code
  • Interpretation
  • Final O/P
  • Case Study: Net Promoter Score (understand NPS & its Promoters by uncovering the relationship between the variables to devise customer satisfaction improvement strategy)
  • R-code
  • Interpretation
  • Final O/P

Module 4: Clustering

  • Marketing analytics & unsupervised techniques
  • Why and Where to use Clustering
  • Clustering methods and examples
  • K-means Clustering Algorithm
    • K-means – Cluster the given set of customer base to help in segmentation to help identify different marketing campaigns for each cluster
    • Practice the k-means using R codes
RFM- Recency Frequency Monetary models
  • Identify differences in behaviour of
    • Online shoppers
    • In-store shoppers
    • Multi-channel shoppers
Market Basket Analytics 
  • Intro to the Basics
  • Applications
  • Algorithm
  • Case Study
  • R-code
  • Interpretation
  • Final o/p

Framework to solve analytics case studies
  • CRISP – DM & other known frameworks

Marketing analytics is the practice of measuring, managing and analysing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted marketing spending.
It orients the participants towards tool-based analytics that can be implemented to analyse the past ventures and take informed and calculated decisions regarding the next marketing ventures.
The program is structured day-wise – Day 1: Introduction to Analytics; Day 1 & 2: Multi-channel Segmentation; Day 2 & 3: Regression; Day 3 & 4: Decision Tree and Clustering; Day 4: Wrap – up.
The cost for the 4-day 3-hour program is INR 15000/- (including Training fees,Examination fees, Evaluation fees and Certification fees).
Group and corporate discounts are available.
Group and corporate discounts are available.
There is as such no pre-requisite/eligibility for the program.
Practical exercises, real-life case studies and assignments are included.
Delivered by senior professionals from industry with 10+ years of experience in industry and training.
This program is a training workshop to make the candidates aware and skilled in the various tools in marketing analytics.
Please refer to the ‘For Whom’ clause in the brochure.
You can pay through online mode (Credit Card, Debit Card or Net Banking).
Yes, you may. You will gain the adequate knowledge and skills during the training program.
Yes, there is internship/placement support.
Yes, you will get invoice for the same.
You need not. However, a basic knowledge about MS Excel can come very handy.
You need not carry lunch. The lunch and other refreshments will be taken care of by us.

How it is beneficial for you?

Advantages to different domains and industries


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