Digital Marketing Analytics

Digital Marketing Analytics: From Data Zero to Marketing Hero

November 13 | 8:30 AM - 5:00 PM

In this day-long intensive course from veteran marketing analytics practitioner, Christopher S. Penn, you'll learn and develop proficiency in the MAISTER marketing measurement framework:

  • Measurement foundations
  • Analysis of data
  • Insight extraction
  • Strategy from data
  • Tactical choices
  • Execution of plans against data
  • Review and presentation of results

You'll also learn how to use and blend tools such as social media analytics, Google Analytics™, marketing automation software, CRM data, public and private data sets, and powerful analytics engines like R and IBM Watson Analytics™. When done, you'll be able to take any existing data source, apply rigorous analytical methods to it, find key insights, and take revenue-generating action.

Prerequisites

All participants must bring a laptop computer capable of running desktop software. Prerequisites include:

  • Installation of the free, open-source software R and R Studio
  • A free Google Analytics™ account - A free Google Data Studio™ account
  • A free trial of IBM Watson Analytics™ (choose the 30 day trial)
  • Spreadsheet software
  • Text editor software 

Suggested Attendee Skill Level:

We strongly recommend that attendees have fluency in the basics of Google Analytics, social media analytics, and familiarity with statistics. If you know what Goal Conversion Values are and what a Median is without Googling it, you're ready for this intensive course.

PRESENTER:

Christopher S. Penn


Register for an All-Access or Workshop-only Pass to join us for this workshop.