Data Principles For Marketers

Understand the difference between data, information, knowledge and wisdom; get to grips with the different types of data; be introduced to analytics and visualisation; and
learn about the importance of storytelling.

Learn how data is generated, and best practices on how to collect it (both offline and online). Delve into data integrity – quality assurance, data security and the ethics that govern this discipline.

This module explores context, framing the problem and generation insights. It includes data literacy, from preparing different types of data, to evaluating and managing it. And closes with basic analytics and the importance of relationship building.

Now you’re ready to tackle the more complex aspects, including measures of central tendency and variability, bivariate relationships, prescriptive and predictive analytics.
(Sounds terrifying? Don’t worry – you will be more than ready)

Get introduced to visual literacy, design principles and best practice, and basic tools and visualisation applications that bring the binary code to life.

Take a deeper dive into advanced tools like Google Data Studio, and creating effective dashboards for strategic decision-making.

Understand why we report, and the difference between reporting and analytics. Then learn about the elements that make for a robust report, how to tell stories with data, and how to pitch the story by developing your presentation skills.

The final module covers the principles of moving from knowledge to wisdom, and translating analytics into actions. It closes with business intelligence, marketing and performance management.