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Course Info

CPDDU-0026 – Marketing Analytics (CPDDU-0026_MKTG)

Marketing Analytics: How to Make Data Meaningful and Actionable

Whether you’re a marketing professional (introductory to advanced) or a jack-of-all trades entrepreneur, an understanding of marketing analytics is critical to the success of your company or business. Taught by Nico Brooks, principal at Two Octobers digital marketing agency, this hands-on course will give you the practical knowledge and tools to make marketing data meaningful and actionable. Students will discover some of the best inexpensive and free tools available, including Google Analytics and Data Studio, and will walk through real-world scenarios that demonstrate how to measure marketing performance and solve common challenges.

The course is divided into three sessions: First, learn the steps to unlocking who your customers are, how they are finding you, and what they do when they get to your site. Second, focus on building a dashboard to measure the effectiveness of your marketing efforts, including search, emails, digital ads, and social media. Third, apply these methods to real businesses, and work together to turn data into actionable insights.

Along the way, Nico will cover:
  • Audience discovery using Google Analytics and Facebook
  • Key steps in your customer’s journey to purchase
  • Knitting together marketing data from various sources
  • Incorporating data from sources such as phone calls and store visits
  • Attributing sale/lead conversions to marketing channels
This is a very hands-on course; students will build their own reports and dashboards.
Students will need a computer and a Google Analytics account. If you don’t have access to a Google Analytics account, you will be given access to one you can use. If you do marketing on Facebook, Twitter, Pinterest, or any other platform, bring your logins to those, as well!

If you are not already familiar with Google Analytics, it is recommended that you complete the Analytics Academy Google Analytics for Beginners course prior to the first class session.

Learning Outcomes
By the end of the course, you should be able to:
  • Identify top-performing audience segments by channel, demographics, interests, and geography
  • Evaluate the effectiveness of marketing efforts, including search, emails, digital ads, and social media
  • Learn how to build marketing reports and dashboards
This course offers 9 CE hours

Three Sessions
Thursday, September 20, 27, October 4, 2018; 6:00 PM – 9:00 PM
Location: DU Campus, Sturm Hall, Room 124

Cost: $275
Discounts (use code when registering):
DU Affiliates (alumni, faculty, staff): $245 - code: CPD30
DU Student: $215 – code: CPD60

Nico Brooks has been helping marketers answer business questions with Google Analytics since the product first launched in 2005. Nico is a principal at Two Octobers, a fanatically analytical digital marketing agency in Denver. He has worked in digital marketing and advertising technology since the late ’90s. He has helped many publishers, advertisers, and agencies with digital media technology, measurement, and optimization, including Yahoo, GroupM, Microsoft, and the Yellow Pages. He is also an organizer of the Denver Google Analytics Meetup and an adjunct professor of marketing at the Daniels School of Business.
Course Details
Location: University ParkMode of Study: In-personPlaces Left: 25Waitlist Places Left: 15Fee: $275


Days of the WeekStart DateEnd DateTimeVenueInstructor
Thursday20th September 20184th October 201806:00PM - 09:00PMSturm HallNicholas Brooks