Enhancing the quality and impact of sales and marketing decisions.
"If digital is the new economy, then data is the new currency" Justice Chikomba, faculty, GIBS
Companies often store large amounts of unused customer data without extracting any value from it. This is a missed opportunity to harness the power of analytics in generating actionable insights from massive amounts and diverse types of rapidly growing data (big data). An organisation's ability to build effective big data analytics competencies in their sales and marketing functions will increase their bottom-line, create customer value and set them apart from their competitors.
Various case studies will be discussed in this programme that explore the implementation of big data analytics and the opportunity this provides for sales and marketing competitiveness.
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