Behind the Numbers: Applying Context to Digital Data & Creating Effective Reports (201) (Half Day)

Digital Analytics Mastery Program 201
(Half-Day Workshop)

Workshop Description
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 is the second installment in the ANA’s four-part series “Digital Marketing Analytics Mastery Program”, where participants learn core characteristics and best practices of effective digital analytics for marketing.

In this installment, participants dive into sketching a big picture map of their marketing and measurement and learn how to connect KPI’s for actionable impact. In later installments of this Mastery Program, participants learn to tell the data story and how to translate strategy into tactics that contribute to revenue growth.

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 analysis 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: increasing marketing effectiveness, maximizing marketing efficiency and improving 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 measure data simply and effectively
• How to identify opportunity/loss factors
• How to connect causality for critical campaign improvements

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