Digital Analytics Strategy: A Primer for Marketers (101) (Half Day)

Digital Analytics Mastery Program 101
(Half Day Workshop)

Workshop Description
One of the main sticking points in analytics isn't that people are incompetent, but rather that they are solving the wrong things.

By developing an analyst's curiosity and translating that into powerful business objectives, it gives marketers a new lens through which to assess the business, uncover insights (those hidden gems in the non-obvious customer segments), and ultimately drive growth. Simply put, analytics isn’t just about numbers or data; It’s about uncovering the nuances that inspire insights and enable better decision making to ultimately drive growth.

As digital marketers, your task is to uncover trends and tell stories with data that drives business impact. This workshop will show you how to identify core business and marketing objectives, to understand what and where to measure. You will also learn the essentials of using online analytics platforms, so that you can devise informed opinions on the opportunities available along the customer journey to improve business performance.

By the end of this training, you will have tools to unpack digital analytics to improve your business insights!

This workshop is the first in a four-part series on digital analytics for entry-level marketers, where participants learn core characteristics and best practices of effective digital analytics for marketing.

In this workshop, participants dive into the core concepts of digital marketing analytics, learning how to leverage key metrics and insights to measure the performance of various marketing campaigns across diverse online channels. As they progress through the various workshops in the Program, participants engage in creating relevant KPI’s for campaigns, learning effective visual data presentation, and more.

Who Is This Workshop For?
This workshop is useful for intro-to-mid level digital marketers that want to become more effective in data analytics and supporting effective decision-making.

It is particularly useful for those teams that are struggling to effectively communicate value with their data reporting.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• To identify the business objectives and match those objectives to clear marketing goals
• How to look for non-obvious customer segments and uncover market growth opportunities

This workshop helps attendees increase marketing efficiency by teaching them:

• How to select KPI’s that drive business results
• How to identify the right tactics and channels to use

This workshop helps attendees improve marketing ROI by teaching them:

• How to identify and select appropriate comparative data (benchmarking) that ladders up to and supports the business objectives

Download the full agenda here