Big Data Analytics for Business Impact: Sales and Marketing

Programme Information
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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.

Please click here to download our EXECUTIVE EDUCATION Calendar

Who should attend?

Who should attend?

  • General managers;
  • Marketing and sales managers:
  • Functional managers;
  • Big data project managers;
  • Business & data analysts; and
  • Digital transformation professionals.

How you will benefit:

At the end of the programme you will be able to:

  • Define big data and give an overview of the attributes thereof;
  • Learn how organisations are leveraging big data analytics to increase sales & improve marketing impact;
  • Map and establish where your own sales and marketing division sits in the big data analytics wave;
  • Understand some of the key issues around using big data in marketing and sales functions such as ethical considerations, legal compliance, security and implications for data governance; and
  • Understand practical examples of exploiting a sales and marketing opportunity through machine learning.
Key focus areas:
  • Building a compelling business case for investing in big data analytics for sales & marketing;
  • Tackling challenges, limitations and blocks to successful adoption;
  • Measuring the impact of big data analytics post-adoption;
  • Building effective big data analytics competencies in sales and marketing; and
  • Practical examples for problem-solving and/or sales/marketing opportunity exploitation through big data analytics.

More information

Justice Chikomba has cross-industry experience in the fields of Advanced Data Analytics and ICT (Information & Communication Technologies) Consulting. He served in credible global organisations including Accenture, Barclays Africa, Mutual & Federal (member of the Old Mutual Group), Ernst & Young and Microsoft. He is passionate about helping businesses leverage exponentially rising amounts and types of data to develop actionable insights and foresight that enhance the quality of decisions they make in their bid to develop competitive advantage. He firmly believes that "if DIGITAL is the new economy, then DATA is the new currency". Justice holds a Bachelor of Commerce (Hons) in Informatics Degree from the University of Pretoria and an MBA from the Gordon Institute of Business Science (GIBS).

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