Tableau for Marketing Analytics & Marketing Mix Modeling Training Course

Course Outline

Module 1: Introduction to Tableau for Marketing Analytics

ü  Understanding the role of Tableau in modern marketing.

ü  Introduction to the Tableau interface and key components.

ü  Connecting to your first marketing dataset.

ü  Building basic charts and visualizations.

ü  Practical Session: Creating your first marketing dashboard to track a single campaign metric.

Module 2: Data Preparation and Integration for Marketing Data

ü  Cleaning and structuring raw marketing data.

ü  Joining and blending data from different sources (e.g., Google Ads, social media, CRM).

ü  Handling data inconsistencies and missing values.

ü  Creating calculated fields and parameters.

ü  Practical Session: Integrating social media and website traffic data into a single dataset for analysis.

Module 3: Visualizing Marketing KPIs and Campaign Performance

ü  Designing effective visualizations for marketing KPIs.

ü  Using filters, parameters, and sets to make dashboards interactive.

ü  Creating a multi-channel campaign performance dashboard.

ü  Setting up alerts and subscriptions for key metrics.

ü  Practical Session: Building a comprehensive campaign performance dashboard that compares different channels.

Module 4: Customer Segmentation and Behavioral Analysis

ü  Techniques for customer segmentation in Tableau.

ü  Analyzing customer demographics and purchasing behavior.

ü  Creating a customer lifetime value (CLV) dashboard.

ü  Understanding and visualizing customer cohorts.

ü  Practical Session: Segmenting a customer base and visualizing the different segments' buying habits.

Module 5: Analyzing the Marketing Funnel and Customer Journey

ü  Mapping the customer journey with Tableau.

ü  Building a marketing funnel visualization.

ü  Identifying bottlenecks and drop-off points in the funnel.

ü  Analyzing conversion rates by stage and channel.

ü  Practical Session: Creating a full-funnel dashboard that visualizes customer movement from awareness to purchase.

Module 6: Introduction to Marketing Mix Modeling (MMM)

ü  Understanding the concept and importance of Marketing Mix Modeling (Tableau marketing mix).

ü  Key variables and data preparation for MMM.

ü  Exploring the relationship between marketing spend and sales.

ü  Using scatter plots and trend lines to find correlations.

ü  Practical Session: Preparing and analyzing a dataset to identify the relationship between ad spend and sales.

Module 7: Building a Marketing Mix Model in Tableau

ü  Using Tableau's statistical functions and calculations for MMM.

ü  Creating a regression analysis to determine channel impact.

ü  Visualizing the contribution of each marketing channel to sales.

ü  Creating a dashboard to simulate different marketing spend scenarios.

ü  Practical Session: Building a basic marketing mix model dashboard and interpreting the results.

Module 8: Advanced Analytics: Forecasting and Attribution

ü  Forecasting future sales and marketing trends using Tableau.

ü  Introduction to multi-touch attribution models.

ü  Building a simple attribution dashboard to credit different channels.

ü  Analyzing the impact of seasonality and external factors.

ü  Practical Session: Creating a sales forecast based on historical data and a simple attribution model.

Module 9: Creating Interactive Marketing Dashboards and Reports

ü  Best practices for dashboard design and layout.

ü  Using actions and storytelling features to create dynamic reports.

ü  Designing dashboards for different audiences (executives, analysts).

ü  Automating reporting processes.

ü  Practical Session: Designing and building a comprehensive, interactive marketing analytics report.

Module 10: Presenting Insights and Driving Strategic Decisions

ü  Techniques for creating a compelling data story.

ü  Communicating complex insights to non-technical stakeholders.

ü  Using data to justify budget allocation and strategic shifts.

ü  Applying the course learnings to real-world marketing challenges.

ü  Practical Session: Presenting your final project dashboard to a "leadership team" and making strategic recommendations.

About Our Trainers

Our trainers are highly experienced professionals with a minimum of 10 years in the fields of marketing, business intelligence, and data analytics. They possess deep expertise in Tableau and its application to solving real-world business problems. Our instructors have worked with leading companies across various industries, providing them with a rich understanding of the challenges and opportunities you face. They are not only experts in the software but also in the strategic application of data to drive business growth.

Quality Statement

We are committed to delivering high-quality, impactful training that meets the needs of our clients. Our courses are continuously updated to reflect the latest industry trends and software advancements. We guarantee that you will leave our training with practical, immediately applicable skills. Your success is our primary goal, and we stand by the quality of our instruction and course materials.

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