Marketing Data Analyst — Campaign Performance Analysis

• Description: Learn where marketing data comes from. Explore various data sources, including website analytics platforms (like Google Analytics), social media analytics, CRM (Customer Relationship Management) systems, and ad platforms (like Google Ads, Facebook Ads Manager). Understand different data types: quantitative (numbers) and qualitative (descriptions). - Specific Resources/Activities: - Explore Google Analytics' demo account. Navigate the interface and identify different reports and metrics. (Search for "Google Analytics demo account"). - Read articles explaining different data types (e.g., "Quantitative vs. Qualitative Data"). - Research at least two popular social media analytics platforms (e.g., Hootsuite, Sprout Social). Note what kind of data they provide. - Expected Outcomes: Know where marketing data is found, understand the differences between data sources, and differentiate between quantitative and qualitative data.

Part 1 - Description: Begin learning the basics of Microsoft Excel (or Google Sheets). Focus on data entry, organization, and basic formulas. Learn how to open, save, and navigate a spreadsheet. Understand cells, rows, columns, and how to format data. - Specific Resources/Activities: - Complete an introductory Excel tutorial (e.g., from Microsoft or a free online course on Coursera, edX, or Udemy). Focus on the basics: entering data, formatting cells, and using simple formulas (SUM, AVERAGE, COUNT). - Practice creating a simple table of data related to a fictional marketing campaign (e.g., website clicks, conversion rates, cost per click). - Expected Outcomes: Be able to open, navigate, and enter data into a spreadsheet program. Know how to apply basic formatting and use simple formulas.

Part 2 & Data Visualization Basics - Description: Continue learning Excel, focusing on more advanced formulas and introducing basic data visualization. Learn about functions like IF, COUNTIF, and VLOOKUP (optional for beginner). Learn to create basic charts (bar charts, pie charts, line graphs) to visualize marketing data. - Specific Resources/Activities: - Continue Excel tutorial, focusing on the selected formulas. - Create charts based on the marketing data from Day 3 to visualize website traffic, conversion rates, and other relevant metrics. Practice modifying the charts (titles, labels, etc.). - Expected Outcomes: Understand how to use more complex formulas and create basic data visualizations to represent marketing data.

Part 1 - Description: Focus on understanding key marketing campaign performance metrics, including CTR, Conversion Rate, CPC (Cost Per Click), CPM (Cost Per Mille/Thousand Impressions), and ROI. Learn how to calculate these metrics manually using Excel. - Specific Resources/Activities: - Review definitions of each metric. Find examples online of how they are calculated. - Using your fictional campaign data or sample data available online, calculate CTR, Conversion Rate, CPC, CPM, and ROI in Excel. - Expected Outcomes: Understand the meaning of key marketing metrics and be able to calculate them manually using Excel.

Part 2 & Data Interpretation - Description: Continue to practice calculating marketing metrics. Focus on interpreting the results. Learn what good values for each metric are (depending on the industry) and how to identify areas for improvement in a campaign. - Specific Resources/Activities: - Use online resources or industry benchmarks to understand the average values for CTR, Conversion Rate, etc. for different industries. - Analyze the results from Day 5, interpreting what the data means about the sample campaign. Determine what actions to take (e.g., optimize the ad copy, target a different audience). - Expected Outcomes: Ability to calculate key marketing metrics and interpret the results to understand campaign performance and identify areas for improvement.

• Description: Review everything learned throughout the week. Summarize the key concepts and skills gained. Understand the next steps for continuous learning, including resources for further study and practice. - Specific Resources/Activities: - Review notes and activities from the week. - Create a simple dashboard in Excel summarizing the performance of your fictional campaign. - Research free resources for further learning (e.g., Google Analytics Academy, HubSpot Academy, Coursera, edX). Identify areas for future exploration (e.g., SQL, data visualization tools). - Expected Outcomes: Solid understanding of the basics of marketing data analysis and campaign performance analysis, ability to create basic reports, knowledge of resources for continued learning, and a plan for future skill development.