Data & Analytics

Marketing Analytics: Stop Guessing, Start Deciding with Data.

Duration Full Day (7h)
Level Beginner–Int
HRDF Confirmed Claimable

Learning Outcomes

By the end of this course, participants will be able to:

  1. Distinguish between vanity metrics and metrics that drive real business decisions
  2. Apply a data-to-insight-to-action framework to their marketing reporting process
  3. Explain basic attribution models and select the appropriate one for their business context
  4. Build a monthly marketing review framework with a one-page management report template
  5. Present marketing performance data confidently to management or clients

Course Outline

Module 1: The Problem with Instinct (60 min)

  • Why even experienced marketers make the wrong calls
  • Cognitive biases in marketing decisions
  • Framework: from data → insight → action
  • Why having data is not the same as using data
  • Real examples of decisions gone wrong without data

Module 2: Reading Data Correctly (90 min)

  • Important metrics vs metrics that just look good
  • Correlation vs causation — avoid misinterpretation
  • Benchmarking: compare against yourself, not others
  • How to identify trends vs anomalies in your data
  • What to do when data tells you something unexpected

Module 3: Marketing Attribution (90 min)

  • First touch, last touch, linear — which model fits your business
  • How channels that appear to underperform are often critical
  • Simple attribution model for SMEs without enterprise tools
  • How to use GA4 to see the full customer journey
  • Making budget decisions based on attribution data

Module 4: Build a Decision Framework (75 min)

  • Monthly review cadence — what to review, when, and by whom
  • Stop/start/continue framework for marketing decisions
  • One-page management report template
  • How to turn a data review into a concrete action list
  • Setting KPIs that are tied to business outcomes, not just marketing activity

Module 5: Hands-On Reporting Workshop (60 min)

  • Participants build their own one-page marketing report using real data
  • Trainer review and feedback on metric selection and narrative
  • Practice presenting findings to the group in 3 minutes

Deliverable

Marketing Decision Framework template + completed one-page management report