Marketing Analytics & Customer Insight
Customer segmentation, churn prediction, marketing attribution, and ROI measurement for data-driven growth.
The executive challenge
The problem this program solves
Every function wants a stake in marketing analytics; nobody can say which use case pays. Requests multiply, priorities collide, and the analytics team spends its calendar arbitrating between executives. Executives who cannot arbitrate between competing analytical claims end up outsourcing judgement to whoever presented last. You will practise the hardest part — deciding what not to do — and leave with a marketing analytics agenda your executive committee can approve.
Context
Why this matters now
Capability
What you will be able to do
- Evaluate where marketing analytics creates economic value across the organisation — and where it reliably does not.
- Govern marketing analytics models and data with controls that satisfy both boards and regulators.
- Price the build, buy and partner options for marketing analytics capability with real economics.
- Distinguish marketing analytics automation opportunities from decisions where human judgement remains strategically important.
The IPAT Course Standard
The ten-day journey
Each day is a deliberate progression in managerial capability — from strategic context, to analytical frameworks, to applied practice, to executive judgement under pressure, to a capstone that produces something your organisation keeps. This program assumes no prior coding experience: Week 1 builds Python and R fluency from zero; Week 2 applies those tools to the full programme.
IPAT Signature Case™
Six Weeks to Prove Marketing Analytics
A newly appointed chief data officer at a pan-African retail bank inherits a marketing analytics mandate, one budget cycle to show value, and three functions that each claim ownership of the same dataset. The CEO wants a decision improved this quarter — not a strategy deck.
Your decision: Choose the single marketing analytics initiative worth proving in six weeks, name what gets stopped to fund it, and decide who owns the result.
IPAT Data Lab™
Three functions at a national revenue authority report three different truths about the same marketing analytics question.
Dataset: Synthetic multi-source marketing analytics dataset — finance, operations and customer tables that disagree.
Your task: Reconcile the sources, build the single defensible view, and decide which dashboard the executive committee keeps.
A reconciled marketing analytics decision view and the data architecture behind it.
Data → Analysis → Decision, not Data → Code → Certificate
Day 10 · The Capstone
What will you change when you return to work?
Build a twelve-month analytical and AI roadmap for your organisation: the value case, the data foundations, the governance, and the first 90 days.
Methodology
Frameworks you will master
- • IPAT Data-to-Decision Framework™
- • IPAT Executive Capability Model™
- • Value-versus-feasibility portfolio analysis
- • CRISP-DM analytical lifecycle
- • Model risk management principles (SR 11-7 adapted)
Cohorts
Upcoming cohorts
New dates are being scheduled
Register with your preferred start date and our admissions team will match you to the next available cohort — or contact us to arrange an in-house delivery for your organisation.
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