Advanced Marketing Analytics

Looking to boost your organisation’s marketing efficiencies with Google Cloud? Understand the process behind building relevant audiences using predictions and machine learning with our Advanced Marketing Analytics training.
Advanced 2 day course
Supporting material
Virtual, Private
Virtual Classroom
A convenient and interactive learning experience, that enables you to attend one of our courses from the comfort of your own home or anywhere you can log on. We offer Virtual Classroom on selected live classroom courses where this will appear as an option under the location drop down if available. These can also be booked as Private Virtual Classrooms for exclusive business sessions.
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

This advanced two-day course looks at the premium features of Analytics 360 that are relevant to building predictive audiences using the Google Cloud and Google Marketing Platforms.

We also look at how to write SQL queries in BigQuery using Analytics 360 data, as well as how to create Machine Learning models and BigQuery as a marketing data warehouse.

Our Advanced Marketing Analytics course is available as a private training session at our own training venues in the Rosebank Link, Johannesburg or Umhlanga and will run over two consecutive days. We can also offer private training at a location of your choice or via Virtual Classroom.

Course overview
Who should attend:

This course is for analysts or technical marketers who already have some experience in working with Google Analytics data. It is aimed at those who are responsible for advising internal teams or clients on use cases as well as the ‘how-to’ behind implementing audience, attribution or automation projects.

If you do not have experience in the above but you are comfortable implementing Google Analytics and have SQL experience, then this course is also suitable for you.

Walk away with the ability to:
  • Articulate the process for implementing a specific GMP & GCP advanced marketing use case as well as the impact it has had for other businesses (through case studies)
  • Write SQL queries using Analytics 360 data in Google BigQuery based on tailoring your query from some examples
  • Approximate the time and key resources/ talent required to implement one of the example use cases
  • Create a basic ML model using BQ ML
  • Create an advanced audience in Analytics 360 containing imported data from analysis in BigQuery and Google Cloud Platform

To get the most out of this course we recommend that you have access to an Analytics 360 web property. Please also set up a BigQuery project in advance of the course, using the steps outlined here(complete steps 1 & 2).

We will use a publicly available GA dataset from the Google Merchandise Store during the training.

Course agenda
On day one we'll cover:
Analytics 360 Overview, Audiences in GMP and Introduction to GCP
  • Key features of Analytics 360
  • GMP integrations with Analytics 360
  • Audience sharing between GMP and Analytics 360
  • Introduction to Google Cloud Platform
  • Advanced Marketing Use Cases
  • BigQuery & SQL Introduction
On day two we'll cover:
Advanced Analysis in BigQuery and Creating BQ ML Models
  • Analytics Functions
  • Advanced Analysis of Analytics 360 Data in BigQuery
  • Importing / Exporting Data in BigQueryQ
  • IAM Access & CostingAdvanced Analysis of Analytics 360 Data in BigQuery
  • Creating & Validating ML Models in BigQuery
  • Using Machine Learning models for marketing outcomes
  • BigQuery Data Transfer
  • Introduction to ADH
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