Data-Driven Marketing Analytics with Tableau Training Course

Course Outline

Module 1: Getting Started with Tableau for Marketing

ü  Introduction to the Tableau training interface

ü  Understanding key Tableau terminology

ü  The role of Tableau marketing analytics in modern business

ü  Overview of a successful dashboard training course

ü  Practical Session: Navigating the Tableau interface and exploring a sample marketing dashboard

Module 2: Preparing and Connecting Marketing Data

ü  Connecting to common marketing data sources (Google Analytics, spreadsheets, databases)

ü  Data cleaning and formatting in Tableau

ü  Creating joins and blends for complex datasets

ü  Understanding data types and fields

ü  Practical Session: Connecting to a Google Analytics dataset and performing data preparation

Module 3: Creating Essential Marketing Dashboards

ü  Creating visualizations for campaign performance

ü  Building dashboards for lead generation and conversion tracking

ü  Key metrics to include in marketing dashboards

ü  Practical Session: Building a live campaign performance dashboard in Tableau

Module 4: In-depth Customer Segmentation and Analysis

ü  Introduction to customer analytics and techniques

ü  Performing geographic and demographic segmentation

ü  Using calculated fields for RFM (Recency, Frequency, Monetary) analysis

ü  Creating customer clusters with groups and sets

ü  Practical Session: Building a customer segmentation Tableau dashboard to identify high-value customer groups

Module 5: Analyzing the Marketing Mix with Tableau

ü  Visualizing the Tableau marketing mix across channels

ü  Measuring the ROI of marketing campaigns

ü  Attributing conversions to marketing efforts

ü  Using parameters to compare different marketing scenarios

ü  Practical Session: Analyzing and visualizing the performance of multiple marketing channels

Module 6: Web and Digital Marketing Analytics

ü  Connecting to and visualizing Google Analytics data in Tableau

ü  Analyzing website traffic and user behavior

ü  Creating funnel visualizations for conversion rates

ü  Tracking A/B test results

ü  Practical Session: Building a comprehensive web analytics dashboard

Module 7: Visualizing Customer Journey and Funnels

ü  Mapping the customer journey with visualizations

ü  Building and analyzing marketing funnels

ü  Identifying drop-off points and bottlenecks

ü  Creating a customer acquisition dashboard

ü  Practical Session: Building a funnel visualization to track user conversion

Module 8: Advanced Tableau Techniques for Insights

ü  Using table calculations for year-over-year growth

ü  Creating parameters and custom fields for dynamic analysis

ü  Advanced mapping techniques for location-based marketing

ü  Predictive modeling and forecasting in Tableau

ü  Practical Session: Creating a calculated field to forecast future sales

Module 9: Storytelling with Data and Dashboard Best Practices

ü  The importance of a narrative in data presentation

ü  Best practices for dashboard design and layout

ü  Using dashboards to tell a compelling story

ü  Presenting your findings to stakeholders

ü  Practical Session: Designing and presenting a complete marketing story with a Tableau dashboard

Module 10: Capstone Project: Building a Marketing Analytics Dashboard

ü  Participants work on a comprehensive project from start to finish.

ü  Connect, clean, and analyze a real-world marketing dataset.

ü  Design and build a multi-view dashboard to answer key business questions.

ü  Present the final dashboard and key findings to the group.

ü  Practical Session: Presenting the final capstone project and getting peer feedback

About Our Trainers

Our trainers are certified Tableau Professionals with extensive experience in both data analytics and marketing. They have a proven track record of helping companies leverage data to drive business growth. Their expertise ensures that this Tableau Seminar is grounded in real-world applications and provides practical, actionable insights.

Quality Statement

We are committed to delivering a high-quality Tableau for marketing analytics training experience. Our curriculum for the data analytics course is continually updated to reflect the latest software features and industry best practices. We ensure a supportive and engaging learning environment, providing personalized guidance to help you master every aspect of the course.

Admission Criteria

ü  Participants should be reasonably proficient in English. 

ü  Applicants must live up to Phoenix Center for Policy, Research and Training admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free
2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.
3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.
4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.
5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@phoenixtrainingcenter.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254737296202

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Phoenix Center for Policy, Research and Training Limited should be paid in advance, 5 days to the training.
2. Invoice: We can send a bill directly to you or your company.
3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.
2. Participants may cancel attendance 14 days or more prior to the training commencement date.
3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor-Made Courses

We understand that every organization has unique challenges and opportunities as well as unique training needs. Phoenix Training Center offers tailor-made courses designed to address specific requirements and challenges faced by your team or organization. Whether you need a customized curriculum, a specific duration, or on-site delivery, we can adapt our expertise to provide a training solution that perfectly aligns with your objectives. We can customize this Course to focus on your industry, specific risk profile, or internal stakeholder dynamics. Contact us to discuss how we can create a bespoke training program that maximizes value and impact for your team. For further inquiries, please contact us on Tel: +254720272325 / +254737296202 or Email training@phoenixtrainingcenter.com

Accommodation and Airport Pick-up

For physical training attendees, we can assist with recommendations for accommodation near the training venue. Airport pick-up services can also be arranged upon request to ensure a smooth arrival. Please inform us of your travel details in advance if you require these services. For reservations contact the Training Officer on Email: training@phoenixtrainingcenter.com or on Tel: +254720272325 / +254737296202