Data-Driven Marketing Decision-Making Training Course: Using analytics and KPIs to lead campaigns and teams effectively

Introduction

In today's highly competitive and data-rich marketing landscape, intuition alone is no longer sufficient; success hinges on the ability to leverage data, analytics, and key performance indicators (KPIs) to make informed, strategic decisions that drive measurable results. This 5-day training course on Data-Driven Marketing Decision-Making provides marketing leaders and professionals with the essential skills and frameworks to transform raw data into actionable insights, optimize campaign performance, and effectively lead their teams towards achieving quantifiable business objectives. Participants will gain deep insights into selecting the right metrics, building robust analytics dashboards, conducting A/B testing, and demonstrating clear return on investment (ROI) for all marketing efforts.

This intensive program is designed for marketing directors, brand managers, digital marketing specialists, analytics professionals, and business leaders who seek to enhance their analytical capabilities and make more impactful marketing decisions. It will equip attendees with methodologies for setting up a data-driven marketing culture, understanding customer lifetime value, optimizing conversion funnels, and communicating data-driven insights effectively to various stakeholders. By mastering the art and science of data-driven marketing, this course aims to empower participants to lead with precision, optimize their marketing spend, and significantly contribute to their organization's growth and competitive advantage.

Duration: 5 Days

Target Audience:

  • Marketing Directors and Managers
  • Digital Marketing Managers and Specialists
  • Brand Managers
  • Marketing Analysts and Data Scientists
  • Product Marketing Managers
  • Business Development Managers
  • Sales Leaders interested in marketing alignment
  • CEOs and Business Owners of SMEs
  • Marketing Consultants and Agency Professionals

Objectives: Upon completion of this course, participants will be able to:

  • Understand the principles and benefits of data-driven marketing decision-making.
  • Identify and define key performance indicators (KPIs) aligned with marketing and business objectives.
  • Apply analytical tools and techniques to extract actionable insights from marketing data.
  • Lead the optimization of marketing campaigns and strategies based on data.
  • Communicate data-driven insights effectively to senior leadership and cross-functional teams.

Course Modules:

Module 1: The Foundation of Data-Driven Marketing

  • Defining data-driven marketing: principles, benefits, and challenges.
  • The evolution of marketing measurement and analytics.
  • The role of data in strategic marketing planning and execution.
  • Building a data-driven mindset and culture within marketing teams.
  • Overview of the marketing analytics ecosystem: tools, platforms, and methodologies.

Module 2: Setting Strategic Marketing KPIs and Metrics

  • Distinguishing between vanity metrics and actionable KPIs.
  • Aligning KPIs with overarching business goals (e.g., revenue, profit, market share).
  • Key marketing KPIs across the customer journey: awareness, engagement, conversion, loyalty.
  • Defining clear targets and benchmarks for performance measurement.
  • Creating a robust KPI framework for different marketing channels and campaigns.

Module 3: Data Collection, Integration, and Management

  • Sources of marketing data: website analytics, CRM, social media, advertising platforms, surveys.
  • Data integration strategies: consolidating data from disparate sources.
  • Ensuring data quality, accuracy, and reliability.
  • Data governance, privacy regulations (e.g., GDPR, CCPA), and ethical considerations.
  • Introduction to marketing analytics platforms (e.g., Google Analytics, Adobe Analytics, marketing automation platforms).

Module 4: Marketing Analytics Tools and Techniques

  • Descriptive analytics: understanding past performance (reporting, dashboards).
  • Diagnostic analytics: uncovering the "why" behind performance (root cause analysis).
  • Predictive analytics: forecasting future trends and campaign outcomes.
  • Prescriptive analytics: recommending optimal actions.
  • Introduction to advanced analytical techniques (e.g., regression, segmentation, clustering).

Module 5: Optimizing Campaigns with Data and A/B Testing

  • The importance of continuous optimization for marketing campaigns.
  • Principles of A/B testing and multivariate testing for campaign elements (creatives, headlines, CTAs).
  • Designing effective experiments, ensuring statistical significance, and interpreting results.
  • Conversion rate optimization (CRO) strategies driven by data.
  • Iterative campaign management based on real-time performance insights.

Module 6: Measuring Marketing ROI and Business Impact

  • Understanding return on marketing investment (ROMI) and its calculation.
  • Attribution modeling: single-touch, multi-touch, and data-driven models.
  • Calculating customer acquisition cost (CAC) and customer lifetime value (CLTV).
  • Demonstrating marketing's contribution to revenue and profitability.
  • Presenting financial impact to senior leadership and stakeholders.

Module 7: Leading Data-Driven Marketing Teams

  • Building analytical capabilities within the marketing team.
  • Fostering a data-curious and experimentation-driven culture.
  • Cross-functional collaboration: integrating marketing data with sales, product, and finance.
  • Data visualization best practices for clear and impactful reporting.
  • Telling compelling stories with data to influence decisions.

Module 8: Emerging Trends and Future of Data-Driven Marketing

  • The role of Artificial Intelligence (AI) and Machine Learning (ML) in marketing analytics.
  • Personalization at scale driven by AI and big data.
  • Privacy-preserving analytics and the cookie-less future.
  • Real-time analytics and dynamic campaign optimization.
  • Developing a personal action plan for leading data-driven marketing in your organization.

CERTIFICATION

  • Upon successful completion of this training, participants will be issued with Macskills Training and Development Institute Certificate

TRAINING VENUE

  • Training will be held at Macskills Training Centre. We also tailor make the training upon request at different locations across the world.

AIRPORT PICK UP AND ACCOMMODATION

  • Airport pick up and accommodation is arranged upon request

TERMS OF PAYMENT

Payment should be made to Macskills Development Institute bank account before the start of the training and receipts sent to info@macskillsdevelopment.com

 

Data-driven Marketing Decision-making Training Course: using Analytics And Kpis To Lead Campaigns And Teams Effectively in Trinidad and Tobago
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