- Introduction to Data Science, Data, Business Intelligence, AI, Artificial Intelligence, and Künstliche Intelligenz
- Understanding of data-driven decision-making in marketing
- Role of Data Scientists and BI Analysts in marketing teams
- Technical setup with Python, SQL, Git, and Cloud Tools for marketing analytics
Analyzing & Understanding Marketing Data
- Import and preparation of data from CRM, web tracking, and campaign data
- Utilizing SQL, Pandas, and Excel for structured data analysis
- Creation of reports, segmentation, and audience profiles
- Identifying trends and patterns in marketing metrics
Business Intelligence with Power BI & Dashboards
- Development of interactive marketing dashboards using Power BI
- Linking data sources and using DAX for deep analysis
- Visualizing campaign performance, ROI, and conversion rates
- Using BI for automated marketing reporting processes
Data Science Techniques for Marketing Experts
- Exploratory data analysis, cluster analysis, and regression models
- Insights into AI-driven predictions for customer lifetime value and churn
- Utilizing Artificial Intelligence for targeted marketing optimization
- Feature engineering and machine learning for consumer behavior analysis
Practical Project: BI & Data Science for Marketing Applications
- End-to-end project for data-based marketing optimization
- Creating a dashboard and model for campaign analysis
- Agile implementation with Git, storytelling, and presentation to stakeholders
- Focus on Data Science, AI, and Künstliche Intelligenz in the marketing context