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.


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.


Christopher S. Penn

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