This three day course will arm you with the practical knowledge and skills you need to transform the wealth of available data into powerful insights, increased performance and better strategic decisions. Can we help? Call the team on 020 7970 4167 or email firstname.lastname@example.org.
10 March 20203 days
Register5 places remaining
- £1,795.00 excl. VAT
9 June 20203 days
- Earlybird discount £1,615.50 excl. VAT
- £1,795.00 excl. VAT
Want to run this event in-house? Enquire about running this event in-house
Our popular Fast Track series of courses provide intensive and practical training to provide marketers with essential knowledge and skills in digital marketing.
This 3 day Advanced Data & Analytics training course will help you to develop your analytics strategy and gain practical skills in measurement, interpretation, optimisation and prediction.
The volume of data, analytics tools and different sources relevant to digital is ever-increasing and getting value from that data requires a focused and structured approach.
This course will arm you with the practical knowledge and skills you need to transform this wealth of data into increased performance and better strategic decisions. The course covers the full analytics journey, from planning measurement and data collection through to the practicalities of analysing, optimising and predicting behaviour.
Day 1 – Measure
Multichannel data sources
Key metric definitions and limitations
Benchmarking conversion and engagement
Objective and KPI setting
Digital measurement frameworks
Customer lifecycle frameworks
Mapping personas for measurement
Digital Measurement Design
Website and app process mapping
Site search, filtering and facets
Content, product and service taxonomy
In-page events and rich media
Day 2 – Interpret
Digital analytics tools
Data analytics ecosystem
Statistical and Financial Perspectives
Eliminating red herrings
Calculating NPV and ROI
Analysing Behavioural Data
Filtering, drill-down, crosstab and sorting
Funnel and pathing analysis
Campaign Analysis and Attribution
Day 3 – Optimise & Predict
Test & Learn
Planning and structuring tests
Correlation and regression
Segmentation and clustering algorithms
Decision trees and artificial neural networks
Consolidation & Review
Data analysis and presentation
Course Requirements: Delegates will get the most benefit from the course if they bring a laptop for days 2 and 3.
What will I learn?
On completion of the Fast Track Advanced Data & Analytics course you will be able to:
- Understand what data is available and where it comes from
- Challenge business objectives and select relevant KPIs
- Establish and map broader stakeholder needs for measurement
- Design data capture to meet measurement requirements
- Select the best tool to use for a particular analytical task
- Establish when data is statistically valid
- Practice structured approaches to identify good and bad performance versus KPIs
- Evaluate multichannel performance across campaigns and channels
Optimise & Predict
- Plan a test and learn programme to improve performance
- Forecast future performance based on historical trends
- Identify patterns that can be used for predicting future behaviour
- Formulate and present data driven recommendations
We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.
Andrew Hood cut his internet teeth in 1999, heading up technical operations of the largest global hotel website of the dotcom boom (all-hotels.com, which subsequently sold to Sabre via OTC and lastminute.com).
He then co-founded a B2B internet exchange in 2001, developed a return on investment tracking tool for search in 2003 and launched a marketing-friendly web analytics tool in 2004.
Andrew is currently Managing Director of Lynchpin, an independent analytics consultancy which he founded in 2005. He leads a multi-disciplinary team across client engagements including Experian, Canon, HSBC, Cartoon Network, Tesco Bank, Dyson, New Scientist and the Government Digital Service.