Turn Numbers into Powerful Insights
Can you set the right KPIs and mine quality data?
Integrate multiple data sets into a holistic dashboard?
Analyse data for actionable marketing insights?
Present meaningful insights for management buy-in?
Acquire the Latest Marketing Analytics Techniques & Tools
Join this 2-day hands-on workshop to learn how to unlock actionable insights into your customer behaviour, marketing performance and return on marketing investment. Find out how to translate business objectives into KPIs and use web analytics tools to collect online data. Working with Google Analytics and Tableau, discover how to integrate multiple data sets and perform data validation for data accuracy. Find out how to use data visualisation tools to design powerful dashboards and generate insight against your marketing objectives and KPIs.
- Identify your KPIs and create a matrix aligning business objectives
- Hands-on navigation through Google Analytics (GA)
- Create your own campaign tracking parameters and segments in GA
- Identify potential problems in your data infrastructure
- Experience Tableau and Tableau Prep interfaces
- Create your own mini-Tableau dashboard
Benefits of Attending
- Measure: Translate your business objectives into key performance indicators (KPIs) that help you understand how you’re performing both online and offline
- Collect: Learn how web analytics tools such as Google Analytics (GA) can be used to collect online data and surface valuable insights into online customer behaviour and conversion
- Merge: Learn how various sources of data (e.g. CRM data, social media data, online behaviour data) can be joined together in a futureproof data infrastructure
- Validate: Understand the importance of data validation and data quality before engaging in data-driven decision-making; use data filtering tools such as Alteryx or Tableau Prep to clean the data
- Visualise: Use data visualisation tools like Tableau to design powerful dashboards that help you derive valuable insight into customer behaviour, performance and Return on Marketing Investment (ROMI)
- Analyse and Act: Understand how GA can be used to derive insights into the effectiveness and value created from your marketing activities, even if you don’t sell products online; tips and techniques for sourcing quick performance insights using GA and Tableau
Patrick Milburn is the Managing Director of Mezzo Labs Hong Kong, a marketing analytics consultancy originally founded in London in 2006. He joined in May 2018, and is responsible for establishing and growing Mezzo Lab’s APAC business, as well as being tasked with bringing their unique culture and proposition to the region.
He was previously Head of Data, APAC, for Digitas, part of Publicis Groupe, for 3 ½ years. His role was focused on helping clients put data at the heart of their business to establish a customer-first, data-driven culture. He was responsible for building Digitas’ capabilities across Asia in the areas of Data Consultancy, Data Analytics, Data Science and Data Engineering. Over his tenure, he grew his team from 5 to 40+ colleagues, across diverse markets including Hong Kong, Singapore, China, India and Australia, and winning clients such as Shangri-La, Prudential and Pernod Ricard China.
Before moving to Hong Kong, he was working for Digitas in London, with stints at Lloyds Banking Group, Barclays and Barclaycard prior to joining the agency world.
Overall, he has 10 years of digital and data experience working on clients in a variety of industries across Europe and APAC, including automotive (Helios, Michelin, Goodyear), finance (Barclaycard, Lloyds, UOB, HSBC, Prudential), travel (Virgin Atlantic, Cunard, Cathay Pacific), hospitality (Pan Pacific Hotels Group, Shangri-La, Banyan Tree), and retail (Uniqlo, Woolworths, Watsons), amongst others.
Who Should Attend
Senior level executives responsible for Digital Marketing, Social Media, Marketing, Communications. No experience in data analytics is required.
Session 1: Translating business objectives into Key Performance Indicators (KPIs) and operational metrics
- What is a KPI and how does it differ from operational metrics?
- What are some common mistakes when setting KPIs?
- What questions to ask to define the right KPIs across different teams and stakeholders?
- What is a KPI matrix and why is it important to create one?
- Using a KPI matrix to decide what data needs to be collected to measure performance. Less is more
- Use case: Defining KPIs for a FMCG organisation
- Exercise: Identify your KPIs and create a matrix aligning business objectives, KPIs and operational metrics
- Outcome: A clear understanding of how to set marketing KPIs in your business
Session 2: Using Google Analytics (GA) to derive performance insights
- What is an insight and what to look for in GA?
- Navigate GA and become familiar with out-of-the-box reports
- Answer deeper performance questions using advanced custom reports
- Tips and tricks for surfacing insights from GA data
- Use case: Deriving insights on customer engagement and behaviour in Financial Services Industry (FSI)
- Exercise: Hands-on navigation through GA
- Outcome: The ability to utilise analytics platforms to generate insight
Session 3: Using segmentation techniques to gain deeper understanding of your audiences
- Using campaign tracking to collect accurate marketing activity data and understand the effectiveness of these activities
- Create your own campaign tracking parameters for GA
- Use various techniques to define and segment your audiences in GA
- Create segments in GA to identify additional insights
- Use case: Translating customer audiences into Google Analytics segments in Travel
- Exercise: Create your own campaign tracking parameters and segments in GA
- Outcome: The ability to identify and generate segments for use in marketing
Session 4: Integrating multiple data sources to get a richer picture of performance
- Importance of using multiple data sources for holistic analysis
- Why you need a well configured data architecture
- What a great data architecture looks like and considerations to bear in mind when building it
- Limitations to be aware of when merging various data sources
- Use case: Identifying data sets to build a richer picture of customer behaviour and performance – for both ecommerce and non-ecommerce businesses
- Exercise: Do you have the right infrastructure for joining various data sources? Identify potential problem areas that require further development
- Outcome: A clear understanding of how to identify and integrate data from multiple sources
Session 5: Deciding on a data visualisation tool
- What questions you need to ask before selecting a data visualisation tool
- Explore the capabilities of various data visualisation tools
- Additional things to consider (e.g. data cleaning, filtering, merging etc.)
- How to connect and merge various data sources within the Tableau environment
- Use case: Describing the need for consistent, company-wide reporting capabilities, and how to get senior stakeholder buy-in into a data visualisation tool in Financial Services Industry (FSI)
- Exercise: Connect and explore the Tableau and Tableau Prep interfaces
- Outcome: An ability to objectively identify the right data visualisation tool, and begin the process of building the dashboards
Session 6: Creating great data visualisations in Tableau
- Reporting requirements and who should be involved in the process
- Different types of reports and graphs you can easily build in Tableau
- Tips and techniques for great dashboards
- Use case: Showing the value of merging multiple data sources into a single dashboard; reporting on marketing effectiveness and cost per acquisition (CPA) for a Telco
- Exercise: Create your own mini-Tableau dashboard
- Outcome: The confidence to tackle building your own dashboards in a data visualisation tool which help you generate insight against your objectives and KPIs