Turning Digital Data into Decisions (Half Day)

Reducing Information Overload & Driving Action
(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.

In this workshop, we will focus on using visual storytelling methods to explain the context of marketing data to outside audiences and/or internal stakeholders. This enables easier identification of issues in the customer journey, CRM, automation, campaign(s) and other initiatives designed to move customers through an engagement process.

Attendees will sketch out their marketing processes for better visualization of the “working parts” of a campaign or customer journey. They will then learn how to develop a framework of campaign evaluation by viewing it through a visual workflow. This multi-channel visualization technique will equip the omnichannel marketer to more easily identify and communicate what’s working and what’s not working on a customer journey.

Attendees will also learn effective visual data presentation techniques to help drive good marketing decisions. Understanding what visuals to give to which audiences, and how your audience processes information, is critical to successfully driving business decisions using data. Participants learn how to think about stakeholder needs in order to communicate effectively to any audience.

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 4 you will how to leverage effective data presentation techniques. 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,  will benefit from this workshop.

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 visually present analytics for effective presentation
  • How to create a visual customer experience flow in order to identify areas of resource allocation
  • Responsible data presentation that removes the possibility of “bad” decisions

This workshop helps attendees increase marketing efficiency by teaching them:

  • Omnichannel data analysis and tracking techniques
  • How to use a visual data analysis framework to identify key growth areas
  • Enhanced data tracking techniques

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to map benchmark data to optimize customer experience and meet business objectives
  • How to track and measure the effectiveness of specific campaign goals
  • How to translate strategy into tactics that contribute to revenue growth


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).