Turning Data into Decisions (301) (Half-Day)

Data Presentation and Visualization Techniques for Persuading Stakeholders
Digital Marketing Analytics Mastery Program 301
(Half-Day Workshop)

Workshop Description
Despite its pervasiveness, data analytics is still a mysterious "black box" to many marketers. Rows and columns of numbers that are supposed to somehow inform marketing tactics often lack the related insights necessary to drive business decisions.

The goal of this workshop is to eliminate decks of copied and pasted data tables that attempt to masquerade as analysis. Reporting "everything" is not an effective approach; rather, it is an attempt to hide the glaring problem in marketing today: the lack of data maturity. The framework of this workshop is designed to eliminate irrelevant data, clutter, and information and to focus on answering the essential questions in a succinct, persuasive, and professional method.

In this workshop, we focus on using visual storytelling methods to explain the context of marketing data to outside audiences and/or internal stakeholders. This enables an easier identification of issues in the customer journey, CRM, automation, campaign(s), and other initiatives designed to move customers through their lifecycle.

Attendees will use a storytelling framework to create metaphors that engage and communicate information quickly. They will also learn effective visual data presentation techniques to help drive good marketing decisions. Understanding what visuals to give to which audiences and how your audience processes information is critical to successfully driving business decisions using data. Participants learn how to think about stakeholder needs to communicate effectively to any audience.

Who is This Workshop For?
This workshop is ideal for sales and marketing professionals across all channels. Those who are tasked with executing marketing plans, automated communications, CRM marketing, programs, and tactics, as well as those responsible for strategic planning and budgeting.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: increasing marketing effectiveness, maximizing marketing efficiency, and improving marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to visually present analytics for effective presentation
• To reduce irrelevant information and overload in reporting
• To define the essential question
• How responsible data presentation removes the possibility of "bad" decisions

This workshop helps attendees increase marketing efficiency by teaching them:

• To clearly identify the organizational objective
• How to access and analyze the data that matches the objectives
• To translate the data into the executive language of financial impact

This workshop helps attendees maximize marketing ROI by teaching them:

• To create actionable recommendations backed by data
• To translate recommendations into financial impact
• How to adapt presentations and analysis for the right audience

Download Full Agenda Here