Digital channels generate more measurable behaviour than any earlier form of marketing, but volume of data is not the same as insight. Dashboards overflow with impressions, likes and sessions while leaders still ask a simple question: what did we get for the money? Privacy changes, the loss of third-party cookies and fragmented customer journeys across social, search, messaging and offline touchpoints have made that question harder to answer.

Data and Analytics for Digital Marketing & Brand Training Course shows how to answer it with confidence. Participants start with measurement planning, linking business goals to marketing objectives and key results. They then work through web and app analytics, campaign tracking, paid and organic channel metrics, conversion optimisation and experimentation. The programme also treats brand as a measurable asset, covering awareness studies, share of voice, sentiment and reputation monitoring, before closing with reporting, storytelling and governance of marketing data.

Instruction is workshop style. Participants open real tools, interrogate sample datasets, design experiments and build dashboards, and finish with a measurement framework and reporting pack they can apply to their own channels immediately.

By the end of the course, participants will be able to:

• Link business goals to marketing objectives, metrics and targets in a measurement plan.
• Configure Google Analytics 4 events, conversions and campaign tagging.
• Analyse funnels, cohorts and customer journeys to locate drop-off.
• Compare attribution models and interpret channel contribution.
• Evaluate paid, social, search and email campaign performance with the right metrics.
• Design and read A/B tests with sound sample and significance logic.
• Track brand health through listening, sentiment and share of voice.
• Build dashboards and reports that drive budget decisions.

The course is intended for marketing and communications people who need to prove and improve results, including:

• Digital marketing managers and specialists
• Brand and product managers
• Social media and community managers
• Content and email marketing officers
• E-commerce and growth managers
• Corporate communications and public relations staff
• Agency account directors and media planners
• Marketing officers in NGOs, banks, telecoms and hospitality
• Business owners and entrepreneurs running their own campaigns

Participants take away:

• A measurement plan connecting objectives, metrics and data sources.
• A tagging convention and tracking checklist for campaigns.
• A conversion funnel analysis with prioritised fixes.
• A designed A/B test with hypothesis, sample and success criteria.
• A brand health scorecard including social listening measures.
• A Looker Studio dashboard and monthly reporting template.

The programme is delivered as an analytics studio:

• Live walkthroughs of GA4, advertising consoles and listening tools using demo data
• Guided dashboard building in Looker Studio
• Campaign case files from retail, banking, telecom and non-profit settings
• Experiment design workshops with peer critique
• Individual coaching on each participant's own measurement challenge

A CPD-accredited Certificate of Completion from Vision Reach Global Consultancy is given to participants who attend all days and complete the practical labs and final reporting exercise.