Marketing Data Analysis: Design, Dissect, Decide
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
- John Wanamaker
Wanamaker’s famous saying is surely a relic of advertising in an analog world. With advances in online advertising tools and more sophisticated means to measure the effects of activities for solid digital marketing data, there has never been a better time to advertise products and services online. This program will introduce you to the various measurement paradigms for digital marketing data and activities, and establish a framework to effectively understand your digital investment resources.
Marketing Data Analysis: Design, Dissect, Decide consists of four 5-hour modules, some of which will be delivered synchronously.
Digital Measurement Strategy
In this session attendees will learn how measuring digital marketing works, how to measure activity on websites, and how to create a measurement model for different digital marketing efforts.
Google Analytics Training
Learn why Google Analytics is the dominant platform in website measurement (with a 75% market share), understand how Google Analytics works, and gain a clear understanding of what you can do with this market-leading tool.
Qualitative Digital Measurement
Go beyond understanding what happened on your website, to developing a plan for future improvement. Conduct a competitive analysis of the marketplace, test your theories on website users, and track what users do on your website. This session is loaded with useful tools!
Advanced Digital Measurement
Learn how to visually interpret and present the marketing data that is collected by your business, how to attribute success to your marketing campaigns and how to optimize the conversion rate of your website.