Data-driven marketing and dashboarding
Who is it for?
This training is ideal for:
- Marketing managers and marketing coordinators who want to work data-driven
- Commercial directors who want to better track marketing performance
- Business owners and management team members who want insight into what marketing delivers
- Anyone who works with digital channels and wants to understand what the numbers say
No technical prior knowledge required. Just the will to work with data as a basis for better decisions.
Context
Many organisations collect data but do not act on it. Dashboards exist but are rarely read. KPIs are defined, but not everyone understands what they say or what they require. The result: marketing decisions based on gut feeling rather than insight.
In this training, participants learn how to set up a marketing dashboard that actually works: starting from clear objectives, fed by the right data and readable for everyone who has to work with it. The emphasis is not only on the technical build, but also on developing data awareness in the organisation.
Approach
- Intake beforehand: mapping out marketing objectives, current data practice and expectations
- 1 interactive training day: from KPI logic and data centralisation to building a dashboard in Google Looker Studio
- A mix of theory, demonstrations and direct application to your own organisation
- All templates, checklists and example dashboards available digitally as reference material
- Training certificate provided; qualifies for the SME portfolio (theme: Digitalisation)
What can you expect?
Understanding KPIs and data
- What is a KPI and how do you choose the right one for your objectives
- Which data do you need and where do you get it
- How to connect channels, campaigns and objectives
Building a dashboard
- Centralising data via Funnel.io and preparing it for reporting
- Building visual dashboards in Google Looker Studio
- Making dashboards readable and usable for the whole team
Building data awareness
- Testing whether the dashboard measures what it should
- Learning to read what figures say and what they do not
- Building a shared data culture in the organisation
What will you take away?
After the training, participants have:
- A working marketing dashboard built on relevant KPIs, fed by centralised data and readable for the whole team
- The ability to read and use data as a basis for marketing decisions, adjustments and internal discussion
- A first step towards data awareness in the organisation: concrete agreements on how the team works with data, the rhythm it follows and how the dashboard stays alive
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