Certified Marketing Analytics Professional Workshop

- Transforming Marketing Data into Strategic Intelligence -

Course Overveiw

In a data-driven world, the success of marketing efforts depends not just on creativity but on the ability to interpret data and make informed decisions. The Certified Marketing Analytics Professional Workshop equips professionals with the analytical tools and insights needed to plan, execute, and optimize marketing strategies using real world data. Participants will gain practical experience in interpreting key metrics, using analytical platforms, and applying data-driven thinking to improve marketing ROI, customer segmentation, campaign effectiveness, and overall business performance. Through hands-on activities, real-life case studies, and expert-led instruction, this workshop ensures that every participant leaves not only with knowledge but with the confidence to apply analytics in their day-to-day marketing roles.

Workshop Objectives

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

Understand the fundamentals and importance of marketing analytics in business
decision-making
Identify, track, and interpret key performance indicators (KPIs) across digital and
traditional marketing channels
Use tools such as Google Analytics, Excel, dashboards, and CRM platforms to
gather and analyze marketing data
Segment customers using data for more effective targeting and personalization
Analyze customer journeys and marketing funnels to uncover bottlenecks and
opportunities
Evaluate campaign performance and make data-backed recommendations for
optimization
Use predictive analytics and forecasting techniques to support strategic
marketing planning
Translate raw data into compelling visualizations and marketing insights
Develop and present a marketing analytics report aligned with business goals
Build a personal action plan to improve analytical skills and decision-making

Workshop Methodology

The workshop blends strategy, execution, and transformation through:

Instructor-led sessions with real-world business examples
Hands-on exercises using analytics platforms and tools
Data interpretation and decision-making simulations
Case studies focused on ROI, campaign analysis, and consumer behavior
Peer discussions and group analytics challenges
Daily reflection and application checklists

Target Audience

This workshop is ideal for decision-makers and stakeholders involved in the strategic direction and performance of businesses, including:

Marketing Executives and Managers
Digital Marketers and Social Media Specialists
Sales and Business Development Professionals
Product Managers
Data Analysts supporting marketing functions
CRM, SEO, and PPC Specialists
Entrepreneurs and Business Owners

Workshop Outline:

Week 1: Foundations and Core Marketing Analytics Skills

Day 1

Introduction to Marketing Analytics

What is marketing analytics?
The role of analytics in business performance
Key data types: descriptive, diagnostic, predictive, prescriptive
The modern marketing analytics stack

Day 2

KPIs, Metrics, and Campaign Measurement

Defining KPIs for various marketing objectives
Metrics for awareness, engagement, conversion, retention
Attribution models: first-click, last-click, m

Day 3

Digital Analytics Tools & Dashboards

Introduction to Google Analytics and other analytics platforms
Key reports: traffic, behavior, acquisition, and goals
Setting up and tracking custom conversions
Dashboard creation for marketing stakeholders

Day 4

Customer Segmentation and Targeting

Using data for effective customer segmentation
RFM (Recency, Frequency, Monetary) analysis
Behavioral, demographic, and psychographic targeting
Personalization through data insights

Day 5

Hands-on Practice: Campaign Analysis Simulation

Group activity: analyze a simulated multichannel campaign
Create an executive summary and data-driven recommendations
Peer review and instructor feedback

Week 2: Advanced Analytics and Strategic Marketing Decisions

Day 6

Funnel Analysis and Customer Journey Mapping

Understanding the marketing funnel
Analyzing drop-off points and conversion bottlenecks
Cross-channel journey mapping and optimization

Day 7

Predictive Analytics and Forecasting

Introduction to predictive modeling
Customer lifetime value (CLV) and churn prediction
Forecasting demand, seasonality, and campaign outcomes
Introduction to tools like regression analysis and time series

Day 8

Data Visualization and Storytelling

Principles of visualizing marketing data
Tools for dashboards and presentations (e.g., Tableau, Power BI, Excel)
Building narratives from numbers
Presenting insights to non-technical stakeholders

Day 9

Marketing Analytics Strategy & Alignment with Business Goals

Integrating analytics into strategic planning
Aligning insights with product, sales, and executive expectations
Building a marketing analytics culture

Day 10

Final Project, Presentations & Certification

Group presentations: Full campaign analysis using real or simulated data
Strategic recommendations and insights
Action planning for post-workshop implementation
Feedback session and wrap-up
Awarding of Certified Marketing Analytics Professional certificates

Certification

All participants who complete the full 10-day program and final project will be awarded
a Certificate of Completion titled: Certified Marketing Analytics Professional