Data-Driven Sales & Marketing: Analytics & Forecasting

By the end of this module, you will be able to:

• Differentiate between sales and marketing and explain how they align

• Understand data-driven decision-making in modern business

• Explain limitations of traditional decision-making approaches

• Interpret key marketing and sales analytics concepts

• Understand retail, e-commerce, and omnichannel environments

• Explain forecasting and its role in business planning

• Apply analytical thinking to evaluate business decisions

By the end of this module, you will be able to:

• Understand the purpose and strategic value of market research

• Differentiate between primary, secondary, and modern digital research methods

• Define and segment target customers effectively

• Apply the Jobs-to-be-Done framework to understand customer behavior

• Conduct competitor analysis and apply TOWS for strategy development

• Identify market trends and opportunities

• Avoid common research biases and make objective decisions

• Translate research insights into actionable business strategies

By the end of this module, you will be able to:

• Understand marketing and sales analytics in business decision-making

• Differentiate between vanity and actionable metrics

• Calculate and interpret key marketing and sales metrics

• Apply unit economics using LTV and CAC

• Analyze and optimize the conversion funnel

• Understand attribution models in customer journeys

• Build simple dashboards for performance tracking

• Turn analytics into actionable business decisions

By the end of this module, you will be able to:

• Understand the purpose and importance of sales forecasting

• Differentiate between qualitative and quantitative forecasting methods

• Apply Top-Down and Bottom-Up forecasting approaches

• Build simple forecasting models using real calculations

• Interpret trends, seasonality, and random variation

• Measure forecast accuracy using error metrics like MAPE

• Apply scenario planning for better business decisions

• Use forecasts to drive marketing and sales strategy

By the end of this module, you will be able to:

• Develop a structured marketing strategy based on data insights

• Build a marketing plan aligned with business goals

• Translate forecasts into actionable sales plans

• Align marketing and sales using modern frameworks

• Apply segmentation to target the right customers

• Optimize funnels using data and behavioral insights

• Allocate budgets effectively using proven frameworks

• Design strategies for both retail and e-commerce environments

By the end of this lecture, you will be able to:

• Communicate value clearly and confidently to customers

• Identify customer needs through effective questioning

• Handle common objections without losing the sale

• Apply simple but powerful closing techniques

• Improve conversion rates through better sales interactions

• Align your sales approach with your marketing strategy

By the end of this lecture, you will be able to:

• Navigate and use the provided Excel templates confidently

• Calculate CTR, conversion rate, CAC, and ROAS in Excel

• Build and interpret a simple sales funnel

• Apply forecasting models like moving averages and growth rates

• Use Excel to evaluate business performance

• Create a simple trendline for forecasting future sales

By the end of this module, you will be able to:

• Understand how AI is transforming marketing analytics and forecasting

• Identify practical use cases of AI in business decision-making

• Apply AI tools to analyze marketing performance and customer behavior

• Use AI to support market research and competitor analysis

• Understand how AI improves forecasting accuracy

• Recognize the limitations of AI and the need for human judgment