Marketing Analytics Workshop

Learn Marketing Analytics & Marketing Intelligence throguh real case data and in simplistinc manner. Marketing analytics course with strategic insights.  This course / workshop consists of the following modules - 

1. Marketing Analytics - Definition & Introduction
2. The digital first concept & why the shift is towards data driven Digital Marketing
3. The AACRO® (Activation-Acquisition-Conversion-Retention-Optimization) model & ACC (Awareness-Consideration-Conversion) method 
4. The ABC Concept of Web Analytics (Audience & Acquisition, Behaviour & Conversion)
5. TG, Segmentation & Preference Measurement (Demography, Psychography, affinity/interest group, In-Market Segment analysis ) 
6. New vs returning, Frequency, Recency & Engagement/goal conversion analysis
7. User flow analysis
8. Technology, browsers, mobile usage analysis
9. Web traffic analysis (Bounce rate, Sessions, Time on Site, PV etc)
10. Landing page & SEO analysis (Google Search console data - Keywords Ranking, Popularity, User Experience (Core web Vitals) )
11. Heatmap & user interaction analysis
12. Google ads insights & programmatic advertisements analysis (CTR, Impressions, Views, CPC, CPM/vCPM, CPV, CTA)
13. Social insights & Advertisement performance analysis  (FB insights - Reach, Engagements, Like, Comments, Views & more)
14. Email Marketing Insights
15. Google Play Store insights
16. Latest trends & tools (AI, AR/VR/ Voice search, Automation/Tools)

The objective & method of the marketing analytics workshop will be -

• Understand KPIs (Key performance indicators) & management reporting
• Understand the data and how to analyze the data
• How to derive decision from data (Manual+ tools -> business intelligence) & apply them for better marketing / advertisement purpose
• Case examples* - [What does it mean & what to do? ]
  • People with specific affinity group coming to your site
  • People from specific location spending time more on site
  • The bounce rate is high
  • Pageviews are low.
  • User flow is not in right path
  • Frequency vs Recency ratio is not good
  • 6 months data shows a specific pattern. How to predict future movement or alter it
  • goal conversion ratio is less. In which stage of the lead funnel the problem lies
  • Ad campaign CTR is below 1%. or vCPM is low or Ad placement not good.
  • Social engagement is high but less reach or vice versa
  • Feedback to feed forward-> What to do
  • Core web vitals failed -> How or what is needed?
  • Specific mouse hover pattern noticed by customers. What to do?
  • Strategizing new product /service launch or new pricing plan - what parameters indicate what?