Persuading the C-Suite Using Effective Data Presentation Techniques (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, we look at what can be the most difficult of all skills for working with data: presenting a persuasive case for action to senior-level decision makers. Many times, in proving a case for change, or presenting data that conflicts with traditional thinking, the analyst be a subversive party to executive goals. This workshop teaches you as the analyst how to navigate those expectations and present your data in a persuasive manner that aligns positively with business objectives.

Participants will walk away with a framework for presenting information as a report, or information as a proposal. Faculty show attendees how to develop an analysis of a given situation or campaign, assess the audience, and draft the best proposal. Participants also discuss the human factors behind effective data presentation [e.g., how to speak to your target audience and keep them engaged]. Finally, participants look at what happens if the result is no and discuss deciding factors on whether to regroup or scrap the idea altogether. The session will end with attendees making a data presentation to the group for assessment and feedback.

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.

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.

This workshop is useful for those wishing to combine analytical skills with their ‘soft skills’ to have more influence within an organization. This combination is one of the most in-demand attributes within companies. Those that can turn data into action by not only reading and interpreting the numbers, but also creating momentum within an organization are able to influence campaigns, develop new initiatives, and create better customer experiences to drive growth for the organization.

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 influence others by understanding their emotional needs
  • How to communicate for influence, even without authority
  • How to adjust presentations and persuasive arguments based on the audience
  • How to respond to objections with opportunities


This workshop helps attendees increase marketing efficiency by teaching them:

  • How to develop appropriate data visuals to get your point across
  • How to attribute business value to marketing activities
  • How to tie your data to key company metrics and stakeholder goals in order to persuade key stakeholders
  • How to eliminate unnecessary data and clutter from reports


This workshop helps attendees maximize marketing ROI by teaching them:

  • How to identify, calculate, and best communicate the cost of inaction
  • How to move away from percentages and instead demonstrate actual monetary value and business value to decision makers using their language
  • How to estimate the business impact of opportunities identified in the customer journey, along with the investment required


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).