Behind the Numbers: How to Apply Business Context to Data & Create Effective Reports (201) (Virtual)

Digital Analytics Mastery Program 201
(Virtual Half-Day Workshop)

Virtual 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 7 key data skills used by marketers 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.

Target Audience
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.

Virtual 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



Temitayo Osinubi

CEO & Co-Founder, Stem Whisperers

T. Osinubi is the Co-Founder and CEO of STEM Whisperers; a disruptive education consulting company built to replace the school-to-prison pipeline with Marketing Technology (MarTech) careers. A “pain in the teacher’s class” turned successful Young Black Professional, T. transitioned from being a card-carrying member of “The Bad Kids Club” with chronic suspension, truancy and barely graduating High School to graduating Salutatorian from Full Sail University’s Digital Marketing Bachelor of Science degree program. From there, he went on to manage search, social media and email marketing campaigns for national and international conglomerates including Cox Media Group, ACCO Brands and Procter & Gamble (P&G).

Having managed interactive, digital and mobile programs of various complexities, his passion is empowering the next generation of marketing professionals through business storytelling. T. is a consummate professional with a track record of success. A dynamic speaker, his presentation style captivates audiences while delivering actionable insights.


Digital Analytics Strategy for Marketers (101) (Virtual)

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

Turning Digital Data into Decisions (301) (Half Day)

Persuading the C-Suite Using Effective Data Presentation Techniques (401) (Half Day)