About this workshop
With a wide variety of channels, tactics & platforms available to marketers, turning a plan into a campaign can be somewhat overwhelming. If you find yourself asking, what's the best way to make decisions about where to place my message? Or how do I know if my campaign is working? Then, this data-driven marketing execution workshop was created specifically for individuals at nonprofits & government agencies who interested in gaining a deeper understanding of how to use data to support your digital marketing efforts.
This seven-hour, project-based class will equip you with tips & strategies on how to develop a marketing strategy, identify KPIs & key metrics, develop a creative brief, select which marketing channels would be best for your organization, measuring & optimizing campaign results & utilize best practices for data reporting.
Learn how to create a data-driven digital marketing strategy
Identify commonly used KPIs & metrics to track & optimize
Describe common channels & tactics for data-driven strategy
Learn how to execute a data-driven marketing plan on select channels
The basics of audience targeting & data-gathering
How to design & conduct an A/B test
Common channels & tactics for data-driven marketing strategy
Best practices for monitoring & reporting metrics
List & execute at least 5 key best practices on data-driven marketing for advocacy
Prereqs & Preparation
Project that you want to focus on
About the Facilitators
Sharon Lee Thony
Sharon Lee Thony is a marketing professional with over 15 years of experience in digital marketing, brand strategy & instructional design. She is currently a Lead Instructor of Digital Marketing at General Assembly, teaching courses & workshops such as Google Analytics Bootcamp, Email Marketing forEntrepreneurs, SEO for Startups & Beginners, Social Media Strategy & Mapping, Facebook Advertising for the Win, Digital Marketing Bootcamp, as well as General Assembly's Digital Marketing certification programfor which she designed the 10-week curriculum.By day, Sharon is a marketing consultant to small businesses, entrepreneurs & social impact organizations, leveraging data & all marketing channels to acquire new patrons, donors, corporate partners & customers. In what remains of her spare time, Sharon is CEO/Co-Founder at a socially conscious media & entertainment startup.
Sharon has work on both the agency & client sides of marketing, having helped to shape & launch iconic brands in luxury hospitality, beauty & personal care & non-profit industries. She holds an MBA from The Wharton School, University of Pennsylvania & a BA in Psychology from New York University.
Fiona has spent nearly ten years as a marketing & communication professional & a writer, & currently serves as the Director of Marketing & Membership at Civic Hall. Before Civic Hall, she supported the growth of Zipcar's membership & marketing from startup to acquisition, from the West Coast to the East Coast, growing the organization through integrated & customized digital & field marketing. She has written educational materials for Scholastic, amplified student startups at the NYU Entrepreneurial Institute, & told countless stories through infographics, essays, poetry, interviews, & videos. Fiona is passionate about social equity, undoing racism & patriarchy, & connecting immensely talented people for meaningful social change. Her writing is her therapy, & she belongs to numerous writing communities, including Voices of Our Nation's Art (VONA), a writers of color collective. When not writing, Fiona is likely dancing at her favorite soca party, visiting her beloved SF Bay Area, or off on a retreat breathing deeply & trying not to think so much.