Developing a Digital Analytics Strategy (Virtual Open Enrollment)

Using Data to Inform Your Digital Marketing Campaigns
(Virtual Half Day Workshop)

Despite its pervasiveness, analytics is still a mysterious “black box” to many marketers. Rows and columns of numbers that are supposed to inform marketing tactics often lack the related insights necessary to drive business decisions. Too many times, campaigns are stunted and go off-track because marketers either prioritize the wrong metrics or misunderstand the combination of tactics, channel allocation, and data.

In this virtual workshop, we will focus on developing your approach to marketing analytics. The course will cover analytics terminology, data collection, segmentation, and a practical understanding of Key Performance Indicators (KPI’s) for your campaigns. We will discuss what the true purpose of your KPIs should be, and how to determine what the corresponding action should be for each channel in order to improve your campaigns.

Target Audience
This virtual workshop is for any sales or marketing professional, across all channels; those who are tasked with executing marketing plans, automated communications, CRM marketing, programs and tactics, as well as those responsible for strategic planning and budgeting. Anyone who scopes, develops or manages digital marketing campaigns.

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

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to approach analytics with effective questions
  • How to develop clear marketing goals for measurement

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to customize analytics data to the business goals and business value

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to focus on the most relevant data that will make the most impact


Download the full agenda here

 

trainer

Matt Bailey

President, SiteLogic

Matt Bailey:

Since 1998, Matt has taught at over 1,000 companies, conferences and workshops. He is one of the highest rated speakers world-wide for his ability to communicate complex information in a practical, humorous way.

Matt is a first-generation search engine marketer, having started out by building websites to market his commercial real estate business in 1996. With a background in Journalism and Marketing, Matt quickly adapted his education to the internet and applied it to develop successful online marketing strategies.

After having sold his first venture, Matt worked as a software engineer and then built online marketing departments at two agencies. Starting his own training and consulting company in 2006 (SiteLogic), Matt quickly developed an impressive client roster that includes: Google, Hilton International, Eaton, Gerber Life, Experian, Disney/ABC/ESPN, American Greetings, Toys ‘R Us, Johnson & Johnson, DMA, P&G, Hewlett-Packard, Travel Weekly and Los Cabos Tourism.

  • Taught Google employees how to understand and use Google Analytics
  • Consults with Experian on how to present data
  • Developed online marketing training for both Proctor and Gamble and Johnson & Johnson.
  • Presented analytics methodologies to Disney, ABC & ESPN
  • Teaches Online Marketing certification for DMA

They all agree: Matt Bailey successfully dismantles the complexity of online marketing into practical, understandable concepts.

Matt has a passion for education and helping to develop online marketing professionals. He does this through his teaching as Adjunct Faculty at Rutgers University. As part of this passion, he also produces online training video curriculum for Market Motive, The Data-driven Marketing Association and Lynda.com.

He is the author of Internet Marketing: An Hour a Day (2011), and Wired to be Wowed (Fall 2014).