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Building a Marketing Analytics Framework

Online | 2 Hours | Beginner

Bridge the Gap Between Data and Action

According to a recent study by Gartner, 74% of marketers report revenue, but 75% are “less than confident” about presenting their data! Why? Formal training in analytics typically revolves around the tools, not the people who use the tools. Marketers need to build a bridge between data and action to understand how to apply and confidently showcase the numbers.

This is your opportunity to learn how to build a marketing analytics framework to transform how you approach data! Starting with clear terminology and outcomes, you will focus on how to ask the right questions, uncover effective data, apply analysis techniques and connect KPIs to corresponding actions to drive real impact.

September 12, 2023 | 10:00 a.m. – Noon CT

Key Takeaways

  • Identify business objectives and apply them to a marketing analytics framework.
  • Define strategic goals and how various tactics support them.
  • Develop clear data relationships between tactical activities to strategic goals.
  • Define the necessary measurements and the purpose of your KPIs.

Want to attend with a group of 3 or more? Contact at least one business day in advance to get 10% off registration.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

AMA Event Policies


  • What’s wrong with analytics?
  • The 99% problem

Asking the Right Questions

  • Business objectives
  • Develop your Marketing Analytics Framework

Establish Goals and Values

  • Estimating value
  • Conversions, goals and outcomes

Comparisons and Benchmarks

  • Direction and magnitude
  • The value of the average

Methods of Analysis

  • ABC’s
  • 3 C’s

Defining and Connecting KPI’s Across the Funnel (or Flywheel)

  • Defining KPIs
  • Connect data to action

Reporting Data

  • Ideas aren’t enough
  • IAI Framework: Insight – Action – Impact

Matt Bailey

Matt Bailey is the founder of SiteLogic, a digital marketing training company, and the host of the popular marketing podcast, Endless Coffee Cup. In his 25 years of digital marketing experience, his agency created more than $1 billion in revenue for clients, and he has trained over 1 million marketers in search engine optimization, paid search, content marketing and analytics.

Matt is one of the most in-demand instructors in the world, creating educational experiences through in-person, virtual, and video-based training. Matt’s digital marketing curriculum is used at Microsoft, HP, Orange, LinkedIn, Duke University, Purdue University, and hundreds of other universities.

Matt has published 4 books on digital marketing and in 2020 he achieved his Master’s in Education to elevate his already popular teaching style. He currently consults as a Digital Marketing Instructor and Instructional Designer for New Media Academy in Dubai, UAE.

Who Should Attend?

Marketers who have ever:

  • Asked, “What data is important?” or “How do I turn these numbers into action?”
  • Created a 50-slide PowerPoint deck with copy & pasted charts, graphs and data tables and wondered if there is more that you could do.
  • Wondered if there is a method to streamline and clarify your data reporting, analysis and marketing analytics activities.

What’s Included?

  • 2 hours of live instruction starting at 10:00 a.m. CT
  • Interactive Q&A
  • Tips and best practices
  • Access to recording and resources for three months

Can’t Attend Live But Want the Information?

We will send a link to the recording and presentation within one business day of the event to registrants! Access will be available for three months.


Building a Marketing Analytics Framework