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Digital Marketing Analytics and Customer Insight

Marketing teams across South Africa often track vanity metrics such as likes and impressions while missing the customer behaviour data that actually drives sales. This course teaches marketers and digital leads to build measurement frameworks around acquisition, retention and lifetime value using tools common in the regional market. Delegates leave with a practical dashboard template tied to real business outcomes.

What you will be able to do

  • Distinguish between vanity metrics and measures that reflect genuine business impact.
  • Build a measurement framework covering acquisition, conversion and retention.
  • Interpret website and social media analytics to inform campaign decisions.
  • Calculate customer lifetime value and cost of acquisition for marketing campaigns.
  • Design a reporting dashboard that links marketing activity to revenue outcomes.
  • Apply attribution models appropriate to multi channel customer journeys.

Course outline

  1. 01Vanity Metrics versus Business Impact
  2. 02Acquisition and Conversion Tracking
  3. 03Customer Lifetime Value Calculations
  4. 04Website and Social Media Analytics
  5. 05Attribution Models for Multi Channel Journeys
  6. 06Building a Marketing Dashboard
  7. 07Reporting to Executive Stakeholders
  8. 08Tools Common to the Regional Market

Who should attend

Marketing managers, digital marketers and communications staff responsible for campaign performance reporting.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 18 Aug 2026Online2US$900
24 to 25 Aug 2026Mozambique2US$1,100
31 Aug to 1 Sep 2026Cairo2US$1,100
7 to 8 Sep 2026Accra2US$1,100
14 to 15 Sep 2026Lusaka2US$1,100
21 to 22 Sep 2026Kigali2US$1,100
28 to 29 Sep 2026Nairobi2US$1,100
5 to 6 Oct 2026Durban2R10,000
12 to 13 Oct 2026Johannesburg2R10,000
26 to 27 Oct 2026Mauritius2US$1,100
2 to 3 Nov 2026Dubai2US$1,100
9 to 10 Nov 2026Lagos2US$1,100
16 to 17 Nov 2026Harare2US$1,100
23 to 24 Nov 2026Kampala2US$1,100
30 Nov to 1 Dec 2026Dar es Salaam2US$1,100
7 to 8 Dec 2026Pretoria2R10,000
14 to 15 Dec 2026Cape Town2R10,000

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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