Marketing Data Analyst — Data Analysis Fundamentals

Spreadsheet Fundamentals - Description: Learn the fundamental skills of using Microsoft Excel (or Google Sheets) for data analysis. This includes navigating the interface, understanding cells, rows, columns, and basic data entry. Focus on core functionality, not advanced features. - Specific Resources/Activities: - Complete an introductory Excel tutorial (e.g., from Microsoft, GCFGlobal). - Practice entering data, creating simple tables, and saving spreadsheets. - Learn to use basic formulas like SUM, AVERAGE, COUNT, and MIN/MAX. Experiment with simple datasets (e.g., a list of product prices). - Expected Outcomes: Be able to navigate and enter data in Excel, use basic formulas, and understand how to organize data in a spreadsheet.

Tidy Data - Description: Focus on data cleaning and organization techniques in Excel. This covers handling missing values, identifying and correcting errors, and formatting data for analysis. The focus will be on the "tidy data" principles - making sure the data is structured to be analyzed effectively. - Specific Resources/Activities: - Learn how to identify and remove duplicate entries. - Practice using sorting, filtering, and conditional formatting. - Experiment with cleaning and transforming data using functions such as TRIM, SUBSTITUTE, and FIND/REPLACE. Use a sample dataset of marketing campaign data to clean. - Expected Outcomes: Be able to clean, organize, and format data in Excel to prepare it for analysis.

Charts and Graphs - Description: Learn how to create various charts and graphs in Excel to visualize data and identify trends. This includes bar charts, line graphs, pie charts, and scatter plots. Understand when to use each type of chart. - Specific Resources/Activities: - Complete a tutorial on creating charts in Excel (e.g., from Exceljet). - Practice creating different types of charts using a sample marketing dataset (e.g., website traffic, sales figures). - Learn to customize chart elements (titles, axes, labels). - Expected Outcomes: Be able to create basic charts and graphs in Excel to visualize data and communicate insights.

Summarizing Data - Description: This day introduces basic descriptive statistics. Learn how to calculate and interpret measures of central tendency (mean, median, mode) and dispersion (range, standard deviation). This focuses on understanding the core ways to summarize and gain initial insights from data. - Specific Resources/Activities: - Read an article or watch a video explaining descriptive statistics (e.g., from Khan Academy). - Practice calculating descriptive statistics using Excel functions (e.g., AVERAGE, MEDIAN, STDEV.S). - Apply these calculations to a sample marketing dataset and interpret the results. - Expected Outcomes: Understand basic descriptive statistics and how to calculate and interpret them in Excel.

Key Performance Indicators (KPIs) - Description: Learn about key marketing metrics and KPIs. Understand what they measure and how to interpret them. This focuses on essential marketing metrics like Click-Through Rate (CTR), Conversion Rate, Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS). - Specific Resources/Activities: - Research and learn definitions of key marketing metrics (e.g., from a marketing glossary). - Practice calculating these metrics using sample marketing data within Excel (e.g., from online advertising campaigns). - Discuss the importance of each metric in evaluating marketing campaign performance. - Expected Outcomes: Become familiar with key marketing metrics and how to calculate and interpret them.

Case Study - Description: Apply the skills learned throughout the week in a simple, practical data analysis project. Analyze a sample marketing dataset, create visualizations, calculate key metrics, and draw basic conclusions. This consolidates the week's learnings. - Specific Resources/Activities: - Use a pre-made marketing dataset (e.g., a small dataset of website traffic or email campaign results). - Clean and organize the data in Excel. - Calculate relevant marketing metrics. - Create charts and graphs to visualize the data. - Write a brief summary of the findings and make recommendations based on the analysis. - Expected Outcomes: Complete a basic marketing data analysis project, demonstrating the ability to apply all the skills learned during the week.