Behind the Numbers: Applying Context to Digital Data & Creating Effective Reports (Half Day)

(Half Day Workshop)

Despite its pervasiveness, data analytics is still a mysterious “black box” to many marketers. Rows and columns of numbers that are supposed to somehow 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 workshop, participants will learn how to apply analytics and develop metrics to track different channels, such as paid search and email campaigns. They will also look at data and analytics in the broader context of CRM nurturing streams and identifying business value measurements to drive growth.

This workshop also explores methods of data interpretation, such as segmentation, contextualization, and the development of a user-based scenario. With this information, marketers will learn how to identify business value and growth opportunities through their analytics. Lastly, participants learn the “dirty little secrets” of attribution and how they can be leveraged to maximize campaign efficiency and budget allocation.

This workshop is part of the ANA’s Digital Marketing Analytics Mastery Program. Our Mastery Programs are designed to be flexible and fit your time and budget. These programs can be delivered over two full days or as a series of independent half-days.

In Part 3 you will learn how to reduce information overload and drive action. Click here for more.

Who Is This Workshop For?

This 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.

This is for those wishing to develop analytical skills and increase their ‘soft skill’ influence within an organization. This combination is one of the most in-demand attributes within companies. Those that can turn data into action not only read and interpret the numbers but also create momentum within an organization by influencing action to improve campaigns, develop new initiatives and create better customer experiences – all from understanding the data.

Workshop Benefits

The benefits of attending this 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 create relevant KPI’s for campaigns
  • How to apply measurement goals and KPI’s to different channels
  • How to infer user intent based on channel engagement

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to communicate data simply and effectively
  • How to identify opportunity/loss factors
  • Presentation skills for data and stakeholder buy-in

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to create micro-conversions applicable to business goals
  • How to connect revenue goals to user behavior and actions
  • How to find improvement opportunities through data analysis

Download the full agenda here



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

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