live online course

MARKETING ANALYTICS

Kevin Hartman
KEVIN HARTMAN
Director of Analytics / Google
October 20
– November 19
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A LIVE ONLINE COURSE with Director of Analytics at Google
5 weeks
Start: 10/20/2020
Successful marketing requires a delicate blend of art and science. Google’s Director of Analytics, Kevin Hartman, will teach you to address the real problems your company faces through hands-on projects and personalized feedback. Kevin will share the unconventional and creative methods he uses to pull illuminating insights from data.
Growth driver

Dive in deep

Learn how to utilize your analytics and put the right tools to work for your needs, with guidance and support from the Director of Analytics at Google.

Hands-on and interactive

This online course combines live lectures with 3 practical labs and direct feedback from Kevin on your projects. Hands-on work helps develop your step-by-step approach to planning, collecting, analyzing, and reporting data.

 
ABOUT THE COURSE
01
The next level in data
Kevin will help you master web analytics for data-driven decision making in marketing programs, media placement, and business strategy. He will show you how to use leading data processing techniques, like performing bulk downloads, tapping APIs, and scraping web pages. You’ll work with Excel, Google Sheets, R, RStudio, Powerpoint, Keynote, Google Slides, and Tableau.
02
Creative and Effective Data Visualization
You’ll learn how to visualize big data, not just for impressive-looking reports, but to understand tendencies and present them in a meaningful and digestible way for the whole team.
03
Personalized feedback

Through live classes and lab work answer your questions and provide you personalize feedback. He’ll work with you to help you apply data analytics.

Instructor
KEVIN
HARTMAN
  • Director of Analytics, Google
  • Over 20 years of experience as a devoted and artistic practitioner of data
  • Six-time winner of the Advertising Research Foundation Ogilvy Award
  • Oversaw the design of marketing insights and strategies behind campaigns that earned 5 Cannes Lions, 5 Effies, over 50 Tempos, and dozens of other awards.
  • Author of Digital Marketing Analytics: In Theory And In Practice (2020)
SYLLABUS
01
TUE 10/20 8 PM ET
The State of Marketing Analytics Today
  • The ART+SCIENCE mind
  • The early history of analytics
  • The contemporary history of analytics
  • The rise of modern analytics
  • The consumer’s experience today
more
02
THU 10/22 8 PM ET
The Channels Of Brand-Consumer Relationships
  • Online video
  • Online search
  • Display media
  • Social media
  • The Consumer Decision Journey
  • Digital media planning
more
03
TUE 10/27 8 PM ET
The Science of Analytics
  • Digital data infrastructure
  • GDPR and data regulation
  • ITP and technology owners' response to privacy
  • Digital measurement
  • Analytics and dataviz tools
  • Digital marketing maturity
more
04
THU 10/29 8 PM ET
Collecting Data: Analytics Tools Lab
  • Getting hands on: analytics and dataviz tools lab
more
05
TUE 11/3 8 PM ET
The Art of Analytics
  • Navigating to your Big Idea
  • Planning for your analytics expedition
  • Collecting data, data everywhere
  • Analyzing for insights
  • Getting your story straight
more
06
THU 11/5 8 PM ET
Decision-making With Data: Bellabeat Case Study Lab
  • Getting hands on: Bellabeat analysis lab
more
07
TUE 11/10 8 PM ET
Storytelling With Data, p.1
  • Pictures you see with your brain
  • Evaluation framework for the visual form
  • Sophisticated use of contrast
more
08
THU 11/12 8 PM ET
Storytelling With Data, p.2
  • Ensuring clear meaning
  • Refined execution through visual polish
  • Delivering numbers with impact
  • On your feet and getting your story across
more
09
TUE 11/17 8 PM ET
Expressing Data Visually: Data Visualization Lab
  • Getting hands on: data visualization lab
more
10
THU 11/19 8 PM ET
The Future Of Analytics & The Promise Of Technology
  • The promise of technology
  • Technology’s dark side
  • The issue of privacy
  • Course review
more