Working with Data for Enhanced Insight and Impact
Without data, you only have opinions. Everything we do online leaves a data trail which is a powerful source of insight if we know how to capture, harvest and interpret the data. Not just big data by the way, here you'll to work with Big-, Thick-, and Small- Data too.
This course is comprised of these six sessions, alongside a data marketing project.
Key Concepts in Marketing Data: Understand the organising principles of data driven marketing.
Working with Data: Learn specifically how to use data enhance the way a marketing team works - from selling ideas, informing creative, optimising performance, and reporting results.
Web and Ad Performance Data: Understanding and off-site web analytics to improve audience insight, targeting, and performance.
Understanding Digital Audiences: Social Listening, sentiment analysis, predictive modelling, hashtag tracking, and live dashboards.
Thick and Small Data: Working with direct response and observation methods for enhanced customer empathy and insight.
Data Storytelling: looking at the ways data can be used to bring ideas to life, enhance understanding and clarity, from data visualisation and live dashboards, and making your case authoritatively.
Marketing Data Terminology Cheat-Sheet
Data Analysis Tools spreadsheet (always up-to-date)
Data Visualisation Tools spreadsheet (always up-to-date)
Learn the key concepts of data marketing
Discover how to turn data into insight for enhance decision-making, creative, and strategy
Be more compelling and clear using data storytelling
Who is it for
Anyone who wants to develop a better understanding of how to interpret and report on digital data, especially people working in marketing.