Module 01: Ready...

In this module, Grace takes the situation where you’re coming into a marketing role in a business you’ve not worked in before, and sets out what’s most important to actually do with data.

She starts with a brief look at the big picture – what is data actually for in marketing? And do people who say it’s useless have a point?

Then, the rest of module is about using data to understand the “lay of the land”.

Grace introduces practical routes to find out what’s normal for sales, and what might need fixing before marketing can do the best possible job.

 

There are three c.15 minute sections: Data is interesting, but bollocks, Marketing outcomes in data, The 4Ps in data

Module 02: Killer charts and killer stats

In module 2, Grace teaches you to do your own analysis in a brilliant way.

Learning from marketing’s killer charts and stats, from the likes of Binet & Field and Ehrenberg Bass, you’ll reflect on what good looks like.

Then you’ll learn how to make your own.

So that the charts and stats you create can be understood by everyone, are full of impact, and convince people to act.

 

There are three c.15 minute sections: What makes a killer, Make your own killer charts, Make your own killer stats

Module 03: You give data a bad name

Module 3 is about all the times when marketing data can be misleading. Grace shows you how to avoid the pitfalls.

From tracking data with a sample size thats too small, through vanity metrics from social media, the first section is all about data that, in itself, isnt up to the task its being used for.

But sometimes it isn’t the data, the problem is how it’s being used. So we go on to look at distorted, confusing, or just plain busy charts and how to fix them.

And then a section full of examples of where marketing people get into a muddle with causes vs. effect, as well as the guidelines you need to not be misled.

 

There are three c.15 minute sections: Ingredients that ruin the recipe, Spotting shonky charts, Spotting shonky cause and effect

Module 04: Clever commissioning

In module 4, Grace moves on to when you’re not going to use data yourself, but you’re going to commission something a bit more hard core.

Drawing advice from people who have sat across the table many many times – suppliers of analytics – the module is packed with actionable advice.

How to brief well, how to manage analytics projects, questions to ask potential suppliers, and when to rely on AI.

She also covers the benefits of a range of different analytics that you might choose from, before providing a deep dive on getting the most from market mix modelling/econometrics.

 

There are three c.15 minute sections: Harness the beast, Choices, choices, choices, All about MMM

Module 05: Go!

Finally, module 5 is all about communicating data in a compelling way. It’s called Go! because its all about getting action.

Grace explains that there’s no point doing data and analysis if no-one uses it, and provides the practical tips you need to bring data into a manifesto for change.

That means getting to know the audience, telling compelling stories, and making it both credible and exciting.

At the end of this module, you’ll feel empowered to go out there and make change happen.

 

There are three c.15 minute sections: Your audience hates maths, A story about a story about a dragon, Simple can be convincing, Making it brilliant (not bollocks)

Homework and assignment

Each module comes with a task that invites students to put the concepts used into practice. The tasks are fully achievable for people who only dabble with excel and didn’t love maths at school.

Most people go through the tasks using example data on a made up business, but it’s also possible to use data on your own business that you probably have to hand already.

At the end of the course, you are presented with an assignment that brings together all the homework and asks you to identify the right next step and write up the business case for it.

 

So that you get back to your desk with a framework to apply anywhere and actionable next steps

Testimonials about our training

  • It was a great mix of agency and client side students learning all about how to set your business for success - allocating spends, diagnosing challenges and more importantly: how to get the buy in.

  • There's theory but it's all backed up with case studies and practical steps to take.

  • I just wrapped up a stellar course with Dr Grace Kite at magic numbers that taught me a TON about marketing effectiveness

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