Marketing Analytics Bootcamp

21 July I 28 July I 4 Aug I 11 Aug 

9 am - 12 pm (GMT+8)

Our Marketing Analytics Bootcamp is a 12-hour accelerated programme to sharpen your data analytics skills. You will leave the Bootcamp with a solid understanding of how to set objectives and KPIs, track and measure, report and analyse your data.

Bootcamp Schedule

Week 1 X 3 hours: 21 JULY, 9 am - 12 pm (GMT+8)

Week 2 X 3 hours: 28 JULY, 9 am - 12 pm (GMT+8)

Week 3 X 3 hours: 4 AUG, 9 am - 12 pm (GMT+8)

Week 4 X 3 hours: 11 AUG, 9 am - 12 pm (GMT+8)

Sotirios Seridis
Founder, XYZ Lab

Bootcamp Agenda

Week 1: 21 July, 9 am - 12 pm (GMT+8)
Digital Measurement and Analytics

Learning Outcomes:

• Understand how to set business objectives and KPIs

• Learn the fundamentals of Google Analytics

• Learn how to measure brand objectives

• Understand E-Commerce analytics and measurement

• Understand B2B analytics and measurement

• Understand Facebook advertising measurement

• Understand Google Ads measurement

• Acquire A/B testing fundamentals

Session 1: Business Objectives and KPIs

Understand how to set up business objectives and KPIs. Learn the fundamentals of Google Analytics. Find out how to measure brand objectives.

• Objectives laddering [framework]

• OKRs (Objectives and Key Results)

• Google Analytics fundamentals

• Brand measurement

• Activity: Objectives laddering [framework]

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Session 2: E-Commerce Analytics and Measurement

Understand how to track and measure E-Commerce performance.

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• E-Commerce business metrics

• Calculate E-Commerce profitability

• Identify your ideal CPA and margin

• Learn how to calculate CTLV

• Optimise your E-Commerce conversion rate

• Case study: Live walkthrough on E-Commerce analytics
   

Session 3: B2B Analytics and Measurement

Understand how to track and measure B2B performance.

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• B2B business metrics

• Identify your ideal CPA and CVR

• Optimise your B2B marketing funnel

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Session 4: Understand Facebook and Google Advertising Measurement

Learn all about Facebook and Google Ads campaign measurement and analytics.

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• Facebook metrics that matter

• Facebook brand and conversion lift studies

• How to optimise your Facebook campaigns

• Audience Reports

• Google Ads metrics that matter

• How to optimise your Google Ads campaigns

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Session 5: A/B Testing and Advanced Measurement Tactics

Understand A/B testing fundamentals

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• A / B testing methodology

• A / B testing tools

• Statistical significance

Week 2: 28 July, 9 am - 12 pm (GMT+8)
Google Analytics 4

Learning Outcomes:

• How to set-up Google Analytics for success

• How to develop a measurement plan for your business

• How to set-up Goals and Events tracking

• Where and how to identify insights that matter

• How to work with data effectively

• How to get started with attribution modelling

• How to get started with reporting automation

Session 1: Measurement Strategy

Understand how to measure what matters and set-up Google Analytics for success.
 

• Develop a measurement strategy

• Set up Google Analytics for success

• Set-up Goals and Goal Funnels

• Set-up Events tracking

• How to set up UTM Tracking codes

• Case studies: Walkthrough for B2C and B2B business

• Case studies: How UTM Tracking codes made us more effective in Email Marketing

• ​Activity: Brainstorm measurement plan

• Activity: Brainstorm goals and events

• Activity: Set-up UTM tracking codes

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​Session 2: Reports that Matter

Understand where and how to look to identify insights that matter.

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• Reports that matter [Walkthrough]

• Identify Paid Media Insights

• Identify SEO Insights

• Identify Referral Insights

• Analyse website performance

• Case study: How to review website performance [Walkthrough]

• Activity: Analyse website performance

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​Session 3: Attribution Modelling and Reporting Automation

Get started with attribution modelling and reporting automation.

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• Understand attribution modelling

• Understand where and how to identify attribution insights

• Learn how to automate reporting via Google Data Studio

• ​Case studies: Review attribution modelling insights from a real website

• ​Activity: Attribution modelling exercise

• Activity: Google Data Studio Exercise

• Activity: Review real Data Studio dashboards

Week 3: 4 Aug, 9 am - 12 pm (GMT+8)
Data Storytelling & Reporting

Learning Outcomes:

• Learn how to work with data

• Learn how to get started with data storytelling

• Learn how to develop captivating data stories

• Understand reporting best practices

• Develop your first data story (hands-on exercise)

Session 1 : Data Storytelling Fundamentals

Learn how to work with data and immerse in data storytelling best practices

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• Understand what makes a great data story

• Understand how to work with data

• Understand data storytelling best practices

• Group activity: Data cleaning and preparation

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Session 2: Data Storytelling & Reporting Best Practices

​Learn how to make reports that stand out and how to deliver captivating data storytelling presentations

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• Conceptualise your data story

• Data visualisation best practices

• Reporting and presentation best practices

• Group activity: Conceptualise your data story and visualise your data

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Session 3: Reporting Automation Best Practices

​Walkthrough 3 different ways to automate reporting via Excel, Google Sheets or Google Data Studio

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• Learn how to minimize reporting workload via:
  1. Excel
  2. Google Sheets
  3. Google Data Studio

• Group activity: Develop an automated report on either Google Sheets or Google Data Studio

Week 4: 11 Aug, 9 am - 12 pm (GMT+8)
Google Data Studio

Learning Outcomes

• Learn how to get started with Google Data Studio

• Learn how to develop a Google Analytics report from scratch via GDS

• Learn how to automate reporting, apply filters, and format your data charts

• Learn how to create custom metrics and blend data sources

• Gain hands-on Google Data Studio experience

Session 1: Get Started with Google Data Studio

Learn how to get started with GDS, familiarise yourself with the tool’s interface and data visualisations.

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• Set up a Google Data Studio Report

• Format your report and familiarise yourself with GDS navigation

• Understand how to use scorecards and combo charts

• Understand how to format data visualisations

• Group activity: Develop a Google Data Studio report for Google Analytics [Guided practice]

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Session 2: Understand Data Selectors, Data Comparisons, Filters and Custom Metrics

• Learn how to use data comparisons

• Learn how to automate reporting via data selectors

• Learn how to use filters and custom metrics

• Group activity: Learn how to deploy data comparisons, data selectors and filters [Guided practice]

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Session 3: Deploy Multi-Data Source, Client Facing Dashboard Reports

• Learn how to deploy reports with multiple data sources

• Learn how to blend data sources

• Learn how to present your data effectively

• Group activity: Deploy multi-data source, client-facing dashboard reports [Guided practice]