Data Activation Workshop

This half-day workshop gives you the opportunity to reflect on your organisation’s current approach to first-party data, and identifies critical areas to focus on for short and long-term development.

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3-hour course
Supporting material
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

From customer profiles to conversion statistics, organisations have a wealth of data at their disposal. But how many of them actually use that data to improve their marketing strategies and the experiences they offer their customers?

‘Data activation’ is a company’s ability not only to collect, store and analyse sales and customer data, but its capacity to act on that information in real time to make smarter, more effective decisions.

By the end of this three-hour workshop, you will have created an action plan for a first-party data activation pilot, based on a shared understanding of your organisation’s business objectives.

The content covered in this workshop is part of a range of courses known as Google Mini Labs, which have been developed by the Google Digital Academy. This Data Activation Workshop is offered as a private training session that can be delivered virtually or at a location of your choice in the UK.

Course overview

Who should attend:

This workshop focuses on activities that require the buy-in of senior leaders, as well as a large number of stakeholders. It would be best suited to people with decision-making power in their organisation, such as digital marketing managers.

What you'll learn:

By the end of this course, you will be able to:

  • Understand how a first-party data activation strategy can help you achieve your business objectives
  • Highlight the range of data types available – and how these can be harnessed to make smarter marketing decisions
  • Map out a pathway to success for your organisation that identifies key stakeholders and sets out a realistic timeline for execution of a first-party data activation pilot

Course Agenda

  • Introductions and goals
  • Why is first-party data so important?
  • The Boston Consulting Group (BCG) findings on the importance of first-party data for media investment decisions
  • Assess your current data activation maturity
  • Identify key business objectives and prioritise opportunities for data activation
  • Identify and evaluate available sources of data
  • Real examples of first-party data activation
  • Your first-party data activation pilot to pursue
  • Create an action plan for the pilot that identifies key stakeholders and establishes a clear timeline

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