Business Analytics Masterclass

Not another generic analytics training

Anton Javelosa

29 October 2018

What separates us from a generic training program? For the marketers who attended our Masterclass, the answer was nuance.

On the 3rd to 5th of September, we held the marketing course of our Business Analytics Masterclass at the Forum at Solaire. We were joined by by freelancers, managers, strategists, and executives from across various industries, including:

As promised, the masterclass was a practical and business-oriented learning program designed to help our attendees make data-driven decisions.

Our participants were introduced to the concept of the data value chain, and the importance of taking a comprehensive approach to data. They left with an appreciation for collecting and storing data, as well as recognizing what it can and can’t do for marketing.


The Data Value Chain by CirroLytix

Likewise, they were equipped with the necessary skills to collect, organize, examine, and implement data in their respective fields.

Thanks to the extensive corporate backgrounds of facilitators Claire San Juan (our Chief Data Scientist) and Doc Ligot (our Chief Technology Officer), the lectures were grounded in examples from real marketing data and actual use cases, such as:

  1. RFM (Recency, Frequency, Monetary) Segmentation
  2. Customer Segmentation
  3. Product Affinity & Customer Satisfaction
  4. A/B Testing & Campaign Analysis
  5. Retail In-Store Positioning
  6. Marketing Mix & Attribution Models
  7. Purchase Propensity & Lead Scoring

On the second day, we ran our participants through a number of our custom-made exercises designed to familiarize them with the different tools and tactics for data analytics, taking home guides and presentations to revisit at their respective workplaces.

We planned the Masterclass to be an intensive learning event first and foremost, but a number of our participants found themselves leaving with more than a set of ideas.

To sum it up, the first module of our Masterclass was a success. We’re looking forward to seeing new faces at the upcoming module for HR which you can sign up for here.

Our Business Analytics Masterclass directly tackles real-life business problems and use-cases

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Anton Javelosa
Anton is a freelance copywriter and analytics consultant at Cirrolytix. When he’s not staring at data, he can be found telling dad jokes and chasing after his two-year old daughter. He still can’t figure out how to automate potty training.


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