Online learning from an accredited institution
Data Analysis for Marketers Course
Red & Yellow presents a data course made for modern marketers. Understanding data is no longer a nice to have – it’s a crucial skill for each and every business in today’s working world. If you’re looking to harness the power of data and information, this online short course will equip you with the skills you need to gather and present data, the elements of reporting and storytelling, as well as how to take data and transform it into actions with business intelligence.
People hear statistics, but they feel stories. In the context of marketing, data storytelling is one of the best ways to deliver an intuitive understanding of your campaign and other marketing-related results—not only does it communicate the value of your services in a thought-provoking way, but it also creates a level of transparency and accountability between you and your clients. In order to craft compelling marketing data stories, you first need to master marketing data analysis.
This course will teach you just that. Learn how to collect, analyze, interpret, and use marketing data to drive decision-making, problem-solving, and marketing strategy development.
“Without Red & Yellow I would never have got my feet in the door at Ogilvy, one of the top advertising agencies in SA. Red & Yellow was the beginning of my career – I learnt practical examples I still use today.”
Nicole Hewitt
Media, Marketing & Advertising
Analyse, interpret and tell stories through data
This 10-week online short course is designed to give you a strong theoretical understanding of data, from how to collect it to the value of presenting it and making important decisions from the information you gather. You’ll master practical skills in reporting and basic and advanced visualization – a crucial skill set for any business across industries in today’s working world.
What you’ll learn
- To use basic and more advanced data principles to analyse and interpret marketing data in support of the development of marketing strategies and tactics
- To use online tools, translate insights from marketing data into effective visualisations
- To tell convincing marketing data stories and sell your ideas supported by marketing data
- To use marketing data to make better decisions and to solve problems in the marketing context
This course is perfect for:
- Anyone who works with data and creates stories within an agency or marketing context, but who is not a trained, experienced or professional data analyst
- Applies to most professionals and industry sectors – from juniors who need to feed insightful information up the chain of command, to seniors who need to inform smart decision-making so that they take the best course of action
Red & Yellow courses are made to future-proof your career
Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.
Course curriculum:
The first week is dedicated to orientation
Introduction to Data for Marketers
- Understand the difference between data, information, knowledge, and wisdom in marketing
- Get to grips with the different types of marketing data
- Be introduced to analytics, visualization, and storytelling in marketing
Collecting Marketing Data
- Learn how marketing data is generated, and best practices on how to collect and manage it (both offline and online)
- Delve into marketing data integrity – quality assurance, data security, and the ethics that govern this discipline
Basic Data Principles in Marketing
- This module explores the context, framing the problem and generation insights
- It includes data literacy, from preparing different types of marketing data, to evaluating and managing it
- It zooms in on descriptive marketing data analysis
- Closes with the importance of relationship building in this context
Advanced Data Principles in Marketing
- Now you’re ready to tackle the more complex aspects such as inferential analysis of marketing data.
- Learn about probability, hypothesis testing, correlation, and regression in marketing research
Basic Visualisation of Data Analysis in Marketing
- Get introduced to basic data tools and data visualization applications that bring the binary code to life in the marketing context
- You will draw on basic visual literacy
Advanced Visualisation of Data Analysis in Marketing
- Take a deeper dive into advanced marketing data visualization tools and create effective dashboards for strategic marketing decision-making
Storytelling and Reporting in Marketing Research
- Understand the difference between marketing data reporting and marketing data analysis
- Learn about the elements that make for a robust report, how to tell stories with marketing data, and how to pitch a data-driven story
Decision-Making & Data Leadership in Marketing
- The final module covers the principles of moving from knowledge to wisdom and translating marketing data analysis into actions
- It closes with business intelligence, marketing, and performance management
Meet your team:
This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.
About Red & Yellow
Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.
Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
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Claiming your space in the digital marketing arena requires that you know your customer and understand their desires, needs, and how they will access your service or product. One of the most important benefits of digital marketing is the availability of data. This data can be collected, analysed, and used in numerous ways to not only increase reach and engagement with your customer, but also to improve their overall experience.
A benefit of digital marketing is that you do not have to theorise, guess, or rely on ‘gut feel’ in pursuit of customers who want and will pay for your product or service. The internet provides real-time data, which you can use to improve your business and marketing decisions.
You can use data to be:
- Descriptive: Use raw data to describe the market.
- Diagnostic: Find out ‘why’ and look for patterns.
- Predictive: Analyse data, both past and current, to predict future sales, revenue, and market changes.
- Prescriptive: Use the findings of the previous three types of data analytics to determine a possible solution to a problem, thereby delivering value.
In addition to having access to more raw data than ever before, which is current and based on user behaviour, the internet makes it possible for a business to pivot, or to change direction, far more quickly. This agility allows for a business to meet actual needs and current trends, rather than perceived needs and desires.
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