Workshop—Marketing Measurement and Analytics

Date: October 12
Time: 9:00am-4:00pm ET (hour lunch break)
Price: Included with an All-Access pass or register for just this workshop (does not include access to the regular conference)

Overview

Marketers want few things more than proof that what we’re doing is working. And yet, we struggle mightily with even the basics of effective B2B marketing measurement. In this workshop with TrustInsights.ai CEO Katie Robbert and Chief Data Scientist Christopher Penn, you’ll tackle measurement head on with the scientific method. When used properly, you’ll amplify the effects of what’s working, leave behind what isn’t working, and most importantly, be able to tell the difference between the two.

You’ll learn:

How the scientific method applies to B2B marketing
Why measurement breaks down so much for B2B marketers
What steps to take to ensure your marketing measurement is providing good data
How to build an action plan to realign your measurement strategy with best practices

What’s Included:

Six hours of in-person instructor interaction, hands-on exercises, and peer collaboration
Companion e-learning designed to augment and reinforce what you learn in the classroom
A comprehensive workbook filled with in-class activities and important learnings
A quick-reference job aid, so key takeaways are at the ready

Prerequisites and Requirements:

Bring your own laptop
Access to spreadsheet software
Access to a Google Analytics 4 account
Use a Google Merchandise Store account if you don’t have a Google Analytics 4 account: https://support.google.com/analytics/answer/6367342