Digital Marketing Analytics Bootcamp

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Bootcamp

In the following six days of the bootcamp, you will deepen your knowledge of statistics for marketing. After the basics of online marketing, you will first learn about mean, median and mode. This is followed by advanced methods such as probability distributions and confidence intervals. One focus is linear regression for analysing correlations and predictions. You will learn how to carry out and interpret A/B tests. Another important aspect is analysing data with spreadsheets. You will also be introduced to clustering and cohort analysis in order to segment customer groups and analyse their behaviour.

In this module, you will receive a comprehensive introduction to online marketing. Firstly, you will learn about important terms such as advertiser, publisher and CPO. You will then learn about concepts such as funnels, channels, the customer journey and campaign planning. You will learn how to use different online marketing channels effectively, including search engine advertising and optimisation. Social media marketing, both organic and performance-based, is also a focus. You will also be introduced to display advertising, programmatic advertising as well as email, SMS and messenger marketing to maximise reach and direct communication with your customers.

In this module, you will learn about the different types of data in online marketing as well as typical metrics and KPIs. You will gain an overview of important data sources such as Google, Hubspot and CRM systems. Web tracking tools such as Adobe Analytics are also a central component. You will learn how to carry out A/B tests and use heat maps to visualise user behaviour. You will also gain insights into web crawling and web tracking methods as well as data protection aspects. Finally, you will carry out a project in which you will interpret web KPIs in order to apply what you have learnt in practice and deepen your understanding of how to analyse and interpret online marketing data.

In this module, you will receive a comprehensive introduction to the data infrastructure and learn how to use PostgreSQL. You will deal with data modelling and learn how to import and export data. CRUD operations (Create, Read, Update, Delete) as well as aggregating data and the use of foreign keys are further important topics. Special emphasis is placed on SQL joins and advanced SQL queries. At the end of the module, you will analyse the Northwind dataset in a project.

Over the course of eight days, you will be given an intensive introduction to data visualisation. You will start with exploratory data analysis (EDA) and receive an introduction to dashboards and storytelling. You will learn about best practices and different visualisation types in Tableau. You will explore calculated fields, parameters, and the creation of dashboards and stories. Other topics include detailed expression levels, sets and the integration of multiple data sources. Finally, you will complete a project analysing the Northwind dataset with Tableau to apply what you have learned and deepen your visualisation skills.

In the ‘Generative AI and content creation’ module, you will learn how to use AI to develop creative content. An important aspect of this is data ethics, which ensures that you handle data responsibly. You will also learn how and when to request support so that you can always work efficiently and successfully.

At the end of the Marketing Analytics Bootcamp, you will apply and consolidate what you have learnt in a real-life case study. This hands-on experience allows you to test your knowledge in a real-world context and further hone your skills so that you are optimally prepared for a career in Marketing Analytics.