Summit Growth Academy
Your Bag
-
Your bag is empty
Catalog
Advanced Data-Driven Marketing Strategy
Work through advanced data-driven marketing techniques that combine analytics, customer insight, automation and strategic planning. This e-learning material explains how to make informed marketing decisions, optimise campaigns, identify growth opportunities and work towards measurable business results.
Select Your Level
This level introduces what it means for marketing to be driven by data, and why that involves asking better questions rather than collecting more numbers.
You finish able to state a marketing question clearly, choose the measures that would answer it, and say plainly when the available data is not enough to support a conclusion.
What You'll Learn
- You study framing a question before opening a report, the metrics that matter for a given objective, customer insight sources, basic segmentation, and recognising when data cannot answer the question asked
This level builds the practice of using evidence in planning, so that a marketing plan reflects what has been observed rather than what everyone assumed last year.
You are able to build a plan whose assumptions are written down and testable, size the opportunities in it, and hold a position in discussion by pointing to evidence rather than opinion.
What You'll Learn
- You work through combining analytics with customer research, segmentation that changes decisions, opportunity sizing, simple forecasting, testing a plan's assumptions, and presenting evidence to people who disagree
This level develops advanced strategic ability, covering how data informs choices between options that all look reasonable, and how those choices are reviewed afterwards.
You can compare strategic options on evidence rather than preference, forecast the likely outcome of each, and review past decisions honestly enough to improve the next ones.
What You'll Learn
- You study scenario planning, incrementality and marketing mix thinking, the long-term value of a customer, cohort-based forecasting, experiment programmes, and reviewing past decisions against what actually happened
This level is written for readers who set marketing strategy and answer for it, where the hardest part is deciding what to stop doing and saying so clearly. A strategy that never rules anything out is not really a strategy.
You are able to set strategy across a portfolio with clear priorities, govern how results are measured and reported, and communicate trade-offs to a board without overstating what the data shows.
What You'll Learn
- You cover portfolio strategy and investment allocation, measurement governance, marketing mix modelling and its limits, organisational incentives and how they distort reporting, and communicating strategy to a board