Sales are up, but what about profits? E-commerce Marketing in Practice

May we allocate more budget to advertising? Did the orders generated by the coupons actually lead to real profits? Can we attribute all purchases made by customers who received CRM messages to campaign performance? This is an intermediate practical course that answers the questions encountered every day in online commerce with data and profit-and-loss analysis. Drawing on experience in the retail field, it establishes a framework for marketing decisions by connecting customer acquisition, purchase conversion, repeat purchases, and profitability analysis. Centered around a fictional household-goods shopping mall called “Haru Market,” the course includes 21 lessons and Excel exercises. You will identify bottlenecks in the funnel, calculate the impact of additional ad spend and the incremental performance of CRM, and develop your own basis for deciding whether to scale up or discontinue an initiative. From marketing and MD professionals who want to strengthen their practical skills to job seekers who want analytical capabilities they can use immediately after joining a company, everyone will complete their own 30-day marketing action plan by the end of the course.