Are you on the hook for a data strategy that delivers? Is your data strategy (or lack thereof) causing you to lose sleep at night? Wondering if your data strategy measures up against the competition?

If this sounds like you then join this workshop to learn what it takes to design and maintain a modern data strategy. John Lovett, Senior Director of Data Strategy at Search Discovery, shares his insights and experience on sustainable data strategies across the enterprise as he walks you through an interactive strategic assessment. Workshop attendees will score themselves across five core categories within the data and analytics ecosystem including: Overall Strategy & Governance, Tools & Integration, Metrics & Analysis, Operational Enablement, and Data Visualization & Storytelling.

Throughout the workshop, attendees will discuss how others are building and executing on their own strategies, share real life success stories, and what works and what does not. Upon completion of the workshop, each attendee will receive a copy of their individual results and comparison to industry averages, as well as a complete PowerPoint deck illustrating key challenges, opportunities, and recommendations for improvement. This workshop will provide all the tools needed to build a strategic roadmap for developing your data and analytics capabilities. Learnings from this workshop will help companies gain an understanding of the critical components of a data strategy, how to plan your next moves for evolving it, and what it takes to remain competitive in a world of big data and increasing complexity.

Pre-requirements

1. Bring your laptop for this hands-on class

The most effective marketers understand their customers’ behavior based on the data available to them. They use this data to generate a clear representation of the campaigns that drive positive outcomes and those that do not. A key component of being data driven is the ability to quickly collect data, manipulate it and draw conclusions. There are few tools in the market better than SQL for pulling data out of customer databases, and none more popular.

This course is specifically designed both marketers and marketing analysts looking to generate deeper marketing insights.

You will learn the fundamentals of the marketing database and SQL needed to conduct deeper analysis on the customer and marketing data.

By the end of this course you should expect the following outcomes:

• Gain a fundamental understanding of database structures and SQL
• Discover how to combine data from various sources to generate a comprehensive customer view
• Learn how to write SQL queries yourself rather than be dependent on your developers
• Add a valuable new skill to your arsenal that will immediately make you a better data-driven marketer, marketing analysts or growth hacker
• Acquire readymade SQL scripts and recipes that you can use right away to create a list of email marketing, remarketing etc.

This course is split into two parts:

1. Fundamentals – This part (Monday morning) will build the foundation you need to start using databases and SQL for marketing analysis. Topics covered will include:
   • Fundamentals of the relational database
   • Database and table structures
   • Query writing to pull the required data, update data, add new data and delete data
   • Data integration from various sources such email, CRM, website logfile etc.
   • Data export from the databases
   • Identitying the most loyal and most profitable customers
2. Intermediate – This part (Tuesday afternoon) will take your database and SQL learning to the next level. In this part we will write advanced queries. Topics covered will include:
   • Scoring your customers based on their purchase behavior
   • Customer categorization based on various criteria in your data sources
   • Conducting cohort analysis
   • Combining offline and online data to create remarketing lists in Google Ads
   • Using data from the database to augment Google Analytics or Adobe Analytics data

Pre-requirements

1. Bring your laptop for this hands-on class
2. Download and install SQL Server Express from Microsoft - https://www.microsoft.com/en-us/sql-server/sql-server-editions-express
3. Download and install AdventureWorks Database (OLTP) - https://github.com/Microsoft/sql-server-samples/releases/tag/adventureworks

Back by popular demand and updated for 2019 based on last year’s discussion and feedback!

Analytics consulting requires a blend of strong domain knowledge, technical expertise, political awareness, and mindful flexibility in proposing potential solutions, tools, and techniques to clients. This interactive workshop is an opportunity to hear about what makes a great consultant, how to generate more value for clients, and what the consulting experience is really like.

• Curious about how consulting works from the inside
• Working client-side with consultants and looking to make the most of that relationship
• Already an active consultant
• Interested in exploring a career change

Learn strategies and approaches to help you thrive and grow in the consulting space, to use to whatever degree makes sense for you. We will also touch on how to best leverage consulting resources if you find yourself working with external partners – a very common occurrence in digital data and analytics organizations!

Amy Wilder, Senior Manager at consulting firm EY, has been on both sides of the fence. She will spend the first part of this workshop presenting the key aspects of successful consultancy work and providing context, before opening up to questions during the second part.

Please note this is not a recruiting or sales pitch. Amy will be sharing from her own experience and what she has learned in over 15 years in the digital and data analytics space.

The Test & Learn Community (TLC) is coming to the DA Hub! Join Kelly Wortham of Search Discovery for a live chat with analytics and experimentation industry leaders including Anthony Tang, Paula Sappington, Rusty Rahmer, Matt Gershoff and Gary Angel (plus a few more if they can make it)!

Bring your questions and get answers and discover practical tips and tricks that make a difference from the TLC expert panel.

We will follow up this workshop with a complimentary TLC Happy Hour courtesy of Search Discovery. Professional tips & tricks followed by free drinks – what more do you need? Join us and join the conversation!

The most effective marketers understand their customers’ behavior based on the data available to them. They use this data to generate a clear representation of the campaigns that drive positive outcomes and those that do not. A key component of being data driven is the ability to quickly collect data, manipulate it and draw conclusions. There are few tools in the market better than SQL for pulling data out of customer databases, and none more popular.

This course is specifically designed both marketers and marketing analysts looking to generate deeper marketing insights.

You will learn the fundamentals of the marketing database and SQL needed to conduct deeper analysis on the customer and marketing data.

By the end of this course you should expect the following outcomes:

• Gain a fundamental understanding of database structures and SQL
• Discover how to combine data from various sources to generate a comprehensive customer view
• Learn how to write SQL queries yourself rather than be dependent on your developers
• Add a valuable new skill to your arsenal that will immediately make you a better data-driven marketer, marketing analysts or growth hacker
• Acquire readymade SQL scripts and recipes that you can use right away to create a list of email marketing, remarketing etc.

This course is split into two parts:

1. Fundamentals – This part (Monday morning) will build the foundation you need to start using databases and SQL for marketing analysis. Topics covered will include:
   • Fundamentals of the relational database
   • Database and table structures
   • Query writing to pull the required data, update data, add new data and delete data
   • Data integration from various sources such email, CRM, website logfile etc.
   • Data export from the databases
   • Identitying the most loyal and most profitable customers
2. Intermediate – This part (Tuesday afternoon) will take your database and SQL learning to the next level. In this part we will write advanced queries. Topics covered will include:
   • Scoring your customers based on their purchase behavior
   • Customer categorization based on various criteria in your data sources
   • Conducting cohort analysis
   • Combining offline and online data to create remarketing lists in Google Ads
   • Using data from the database to augment Google Analytics or Adobe Analytics data

Pre-requirements

1. Bring your laptop for this hands-on class
2. Download and install SQL Server Express from Microsoft - https://www.microsoft.com/en-us/sql-server/sql-server-editions-express
3. Download and install AdventureWorks Database (OLTP) - https://github.com/Microsoft/sql-server-samples/releases/tag/adventureworks