3 Steps from Analytics to Answers (Micro)

(Micro 60-Minute Workshop)


Micro Workshop Description
In a world of overflowing dashboards, the hardest part of marketing analytics isn't collecting data. It's
turning it into decisions. This micro workshop gives participants a 3-step framework to define KPIs,
connect outcomes to numbers and narrative across the consumer journey, and select the right analytics
techniques to prove and improve marketing impact.
Through guided examples and three short exercises, attendees will practice: matching business
questions to analytics techniques, choosing the right data and visuals that make insights clear and
actionable and mapping KPIs to stages of the consumer journey.


Who Is this Workshop for?

  • Junior to mid-level marketers who want to improve campaign performance with clearer success metrics 
  • Marketing managers responsible for KPI setting, reporting, and optimization decisions
  • For leaders communicating how cross-functional teams and distinct KPIs contribute to broader business goals and outcomes, this micro workshop is useful to help drive alignment across teams

Micro 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, increase marketing efficiency,
and maximize marketing ROI by teaching them:

  • How to define KPIs that align with business goals (and avoid vanity metrics)
  • How to tie KPIs to a clear narrative and map success metrics to stages of the consumer journey
  • How to choose the right analytics technique, data inputs, and visuals for the business question

For those who want to dig deeper into this topic, a companion half-day training can be brought
in-house using your member benefit. Email [email protected] for details.

Download the Full Agenda Here


Faculty:

  • Steve Moynihan

    Steve is the President of Moynihan Sales & Marketing Solutions, a consulting practice specializing in helping early-stage advertising and marketing technology companies with sales strategy, go-to-market planning, and frontline sales. His area of focus is on the data space, working with several solution providers that address different aspects of consumer data collection and activation.

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