Course Description
Data-Driven marketing is one of the most effective and versatile tools for dealing with modern challenges. Today, with so many competitors in almost every field, correct analysis and strategic steps are crucial for gaining a competitive advantage.

On the one hand, it is essential to define marketing activities correctly to maintain a growing trend in sales or consumer engagement. On the other hand, we face the challenge of utilizing the allocated budget as efficiently as possible for executing our plans.

After completing the course, you will be able to:

• Analyze internal and external data in a business
• Develop a fact-based marketing action plan
• Increase the cost-effectiveness of marketing for small and large organizations
• Set profit-oriented marketing objectives and translate them into actionable tasks
• Identify and choose the right communication channels
• Manage the communication budget effectively
• Utilize both traditional and digital media channels efficiently
• Define KPIs for different media channels
• Conduct continuous competitor monitoring and analysis

Who is this course for?

This course is designed for experienced marketers or people with education in marketing who have basic knowledge of digital marketing and wish to independently research and analyze a company’s marketing potential. Additionally, they will be able to evaluate existing marketing activities, implement correct actions, and improve the effectiveness of their operations.

The course includes:

The course provides unlimited access to the global database WARC, through which you can deepen your knowledge in various areas. It doesn’t matter which industry you represent—on WARC, you can find case studies, articles, data, trends, webinars, mini-courses, and reports from almost every sector.

Upon successful completion of the course, students will receive a bilingual certificate.

Syllabus:

Instructor: Giorgi Berechkidze
Course Duration: 7 weeks
Start Date: 01.04.2024
Certificate: Issued upon completion

Week 1 – Introduction

• What is Data-Driven Marketing?
• Data-Driven marketing strategy
• Real-life examples
• The role of data-driven marketing in decision-making
• The structure of a data-driven marketing team
• Result-oriented creativity

Week 2 – Traditional Media Channels

• Traditional media channels vs digital media channels
• Terms and their meanings
• Television and digital media conditions
• Planning and evaluating TV communication
• The impact of traditional media on marketing campaign effectiveness
• Creating result-oriented video content for television
• Testing and evaluating traditional media content
• Steps needed to create result-oriented communication
• Practical exercise

Week 3 – Communication Breakdown

• The architecture of communication planning
• Creating a result-oriented landing page
• What to consider before choosing communication channels
• KPI planning and monitoring achievements
• Practical exercise

Week 4 – Digital Marketing

• Key terms
• Introduction to digital marketing
• Overview of digital channels
• Purposeful use of channels
• Evaluating the effectiveness of digital channels
• Display advertising
• Testing and evaluating communication
• Targeting users for conversion
• Practical exercise

Week 5 – Digital

• Negotiation techniques
• Overview of DSP and DMP
• Online bidding

Week 6 – Digital Channel Analysis and Retargeting

• Google Tag Manager
• Retargeting vs remarketing
• Google Ads
• Google Analytics
• Cookies

Week 7 – Highly Convertible Digital Channels

• Affiliate marketing
• Video advertising
• Mobile advertising

Week 8 – Social Media

• Overview and insights of social media channels
• Advertising opportunities
• Managing social media content
• Facebook & Instagram advertising
• Odnoklassniki
• Vkontakte
• Tiktok
• Monitoring competitors’ data and content
• Key tools for result monitoring

Week 9 – Communication

• SMS marketing
• Push notifications in applications
• Triggered web communication
• Email marketing
• Tools for managing communication
• User segmentation tactics

Week 10 – SEO

• General overview
• Overview of tools
• Advanced on-page optimization
• Advanced off-page optimization
• What to consider when creating a website
• Practical exercise & assignment

Week 11 – Market Analysis

• Review of the practical assignment
• Competitor data tracking
• Monitoring trends
• Personalizing marketing
• Managing data-driven projects/campaigns
• Practical assignment

Week 12 – Practical Guidelines

• Review of practical assignments
• Must-have marketing dashboards to improve communication cost-effectiveness
• Competitor performance analysis
• Marketing attribution models

Week 13 – Digital Marketing Research

• How to conduct online market research
• Creating a user profile
• Marketing automation
• Summary

Week 14 – Final Exam

The course will be led by Giorgi Berechkidze, who has 10 years of experience in digital marketing, digital analytics, and managing digital projects, with recent years in executive positions. He has worked as a consultant and trainer for various international organizations, including UNDP BIOFIN, PMCG, EBRD, and USAID Zrda activity in Georgia. Since 2021, Giorgi has been the head of digital marketing for the Georgian e-commerce startup VELI.store, actively involved in key processes for the company’s growth.