Data-Driven Analytics & Testing

The testing and analytics of marketing campaigns provide a better understanding of why some campaigns work, while others don’t. This course gives participants specific, detailed guidance on how to use analytics to drive your business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and use attribution models to overcome challenges, such as multichannel touchpoints and multiple screens. You’ll get a “how-to” guide on effective research and testing techniques, plus a detailed explanation of how to test across different data-driven marketing channels and what metrics to utilize.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in data-driven analytics and testing.

Course Outline

Lesson 1: Data

• About Data Today
• Demographic and Psychographic Data
• Behavioral Data
• Attitudinal Data
• Locating Data
• Getting Started: KPIs

Lesson 2: Modern Marketing Intelligence

• Attribution: Where do you invest your marketing spend?
• Campaign Testing
• Campaign Analytics

Lesson 3: Direct Marketing Testing and Analytics

• Web
• Display
• PPC
• Social
• Email
• The Five Rules of Test Design for Direct Mail

Estimated Length of Completion

Approximately 140 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

This course was last updated on October 31st, 2019.