Analytical Marketing Tools

Tracking of rampant market development, sharp consumers’ preference changes, market volume assessment with lack of information are among relevant topics of researches carried out by analytical departments of various companies. Current realia set a number of tasks to specialists from marketing departments, and successful achievement of such objectives requires use of analytical tools and knowledge of basic analytical marketing models.

Modern marketing sidetracks from fuzzy concepts towards clear logic structures and mathematic models. A crisis speeds such a tendency up. A modern marketing specialist should be able to handle statistical data efficiently, to interpret data correctly, and to produce highly reliable forecasts.

Unfortunately, domestic marketing lags far behind in this area…

Our seminar will help to make good the deficit of knowledge of market analysis, forecasting and modelling methods, to systemize aims and objectives of marketing analysis and research department.

Being a participant of the program, YOU will acquire

• systematic knowledge in analytical marketing
• practical skills of marketing data acquisition and handling
• statistical tools for marketing information processing
• knowledge of key marketing data processing models
• knowledge of analytical applications automation (Excel, Matlab-Simulink, Predictor, etc.).

The COMPANY will have a qualified marketing analyst providing for

• replacement of intuitive market situation assessment for economically feasible calculations and analysis
• optimizing the planning and budgeting process on the basis of marketing forecasting
• enhancement of company’s competitive ability due to high-quality market modelling and determination of key development scenarios.

Peculiarities of the program

• Participation in the seminar will help YOU to master current statistics processing methods and models using some programs (Excel, Satistica, Predictor)
• Participants will get acquainted with FMTM model (From Macro To Micro) helping to carry out market analysis and assessment even if there is no continuous statistics on own sales at new markets
• Within the framework of the seminar each participant will test the methods and models in question on computer.

CONTENTS OF THE SEMINAR

• Marketing researches methods
• Marketing audit structure and its role in marketing planning
• Role and duties of a marketing analyst in marketing strategy development and implementation
• Analytical department of a company: functions and role. Interrelation with traditional business processes (planning, budgeting, logistics, etc.). Planning and forecasting at various company development levels
• Statistical data processing. Basic management elements for creation of own analytical laboratory in Excel
• Time series analysis methods. OLAP and Data Mining techniques and generation of an inquiry for IT department
• General concept of economic and mathematical models, correct data interpretation. Seasonality and factors (climatic, macroeconomic, cultural, etc.), multifactor model generation technique
• Dispersion and brand models, their parameters optimization
• Assortment structure dynamics model. New product introduction model. VAR corridor model, optimum inventory model, efficient resource consumption model. Rating logistics models and CRM (ABC and XYZ), forecasting in CRM in terms of significance groups
• Macroeconomic market development model. Statistical stuffing problem and the ways of solving, main sources of statistical data. Forecasting scenario forecasting and macroeconomic risks consideration
• FMTM model (From Macro To Micro) and comparative regional macroeconomic models with a trend component.

SCIENTIFIC TUTOR OF THE PROGRAM

Valentin GOROSHKO

Head of Forecast Department of EMAS Marketing Consulting. Author of a number of developments on the area of marketing analysis and forecasting. Consultant in CRM systems generation and implementation.

Order participation in the program!