Marketing Data Analyst — Business Acumen & Ethics

Understanding the Path to Purchase - Description: Learn about the marketing funnel (awareness, interest, decision, action) and the customer journey. Understand how data is collected and used at each stage of the funnel to optimize marketing efforts. Introduce the importance of understanding target audiences (segmentation). - Specific Resources or Activities: - Expected Outcomes: Define and illustrate the marketing funnel and customer journey. Identify key data points to track throughout the funnel. Grasp the importance of audience segmentation.

• Description: This day focuses on ethical considerations. Learn about data privacy regulations (e.g., GDPR, CCPA), responsible data collection and use, and the importance of transparency in marketing practices. - Specific Resources or Activities: - Expected Outcomes: Understand the importance of data privacy and ethical considerations in marketing. Become familiar with basic data privacy regulations.

What to Track & Why - Description: Learn about various data collection methods (e.g., website analytics, surveys, social media analytics). Introduce common marketing metrics (website traffic, conversion rates, click-through rates, cost per acquisition). - Specific Resources or Activities: - Expected Outcomes: Identify various data collection methods and understand the meaning and significance of core marketing metrics.

Basic Calculations & Visualization - Description: Learn basic spreadsheet skills (e.g., Google Sheets or Microsoft Excel) for data manipulation and visualization. Focus on importing data, performing basic calculations (sum, average, etc.), and creating simple charts. - Specific Resources or Activities: - Expected Outcomes: Gain basic proficiency in using spreadsheets for data analysis and visualization. Be able to create simple reports.

Frameworks and Problem Solving - Description: Introduce the data analysis process: Define the problem, collect data, clean data, analyze data, interpret results, and communicate findings. Focus on how to approach a marketing data analysis problem. - Specific Resources or Activities: - Expected Outcomes: Understand the data analysis process. Be able to formulate a marketing problem to be addressed with data.

Connecting Data to Actions - Description: Connect all the topics covered to business outcomes. Focus on how data analysis leads to informed marketing decisions. Learn how to present findings to stakeholders and how to make recommendations. - Specific Resources or Activities: - Expected Outcomes: Understand how to translate data into actionable insights and make informed recommendations for marketing campaigns. Build basic data communication skills.