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

Reducing Information Overload & Driving Action
Digital Analytics Mastery Program 301
(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.

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 a 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 in 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 is the third 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 learn effective data visualization and presentation techniques, and how to translate marketing goals into specific KPIs for effective campaign results.

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