Marketing Foundations: Analytics (2021)

Course details

Do you want to learn how analytics can improve your marketing game? Marketing expert Matt Bailey explains what analytics is, what it can do, and how it will change your business. This foundational course is analytics without intimidation! Matt clearly shows how analytics are complementary to marketing strategy. Starting with organization objectives and building a marketing strategy, he shows how to align measurements to that strategy. This enables you to define the analytics you need, gather the right data, and apply analysis frameworks to reach insights. Then, Matt walks you through how to report what is important and essential to your managers or stakeholders. By the end of the course, you will have a better idea of what data is important to your business, how to turn the data into action, and how to report it in a language that is understandable to the executive team.

Concepts

0. Introduction

01 - Improve your marketing analytics acumen

1. The Objective of Marketing Analytics

02 - Obstacles to effective marketing analytics
03 - Identify your business objectives for marketing analytics
04 - Define objectives, goals, metrics, and KPIs
05 - Implement business objectives for strategy

2. A Clear Analytics Strategy Creates Clear Measurement

06 - Create measurements that connect to objectives
07 - Focus on marketing tactics, not channels
08 - Establish target outcomes and value for your analytics
09 - Establish comparison and benchmark data

3. Implement Analysis Methods

10 - Leverage the best analytics skill - Asking questions
11 - Apply question-asking frameworks
12 - Connect measurement factors in marketing campaigns

4. Turn Data into Insight, Insight into Action

13 - Apply KPIs to connect data to action
14 - Improve the user experience using marketing analytics
15 - Establish a reporting framework for your analytics data

Conclusion

16 - Implementing your marketing analytics strategy