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

  • 12 November 2019
    3 days
    • £1,795.00 excl. VAT
    Register5 places remaining
  • 10 March 2020
    3 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


    • Analytics strategy

    • Maturity model

    • Multichannel data sources


    • Key metric definitions and limitations

    • Benchmarking conversion and engagement

    • Objective and KPI setting

    Measurement Frameworks

    • 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

    • Tag management

    Day 2 – Interpret 


    • Digital analytics tools

    • Data analytics ecosystem

    Statistical and Financial Perspectives

    • Statistical fundamentals

    • Eliminating red herrings

    • Calculating NPV and ROI

    Analysing Behavioural Data

    • Filtering, drill-down, crosstab and sorting

    • Funnel and pathing analysis

    • Behavioural segmentation

    Campaign Analysis  and Attribution

    • Multichannel analysis

    • Campaign evaluation

    • Attribution modelling

    Day 3 – Optimise & Predict

    Test & Learn

    • Key principles

    • Planning and structuring tests


    • Forecasting methodologies

    • Correlation and regression

    • Cost/benefit analysis

    Data Mining

    • Segmentation and clustering algorithms

    • Decision trees and artificial neural networks

    • Commercial applications

    Consolidation & Review

    • Data analysis and presentation

    • Masterclass actions

    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

    Andrew Hood cut his internet teeth in 1999, heading up technical operations of the largest global hotel website of the dotcom boom (, which subsequently sold to Sabre via OTC and

    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.